The breakup fueled speculation that Pepsi would seek to acquire Monster Beverage or Celsius to increase its market share in the energy drink category. In June, the two companies parted ways earlier than expected. But the relationship quickly soured, resulting in a legal battle that ended in Pepsi's favor. Pepsi had previously bet on another fast-growing upstart, Vital Pharmaceuticals' Bang Energy, through an exclusive distribution agreement. Celsius recently overtook the brand as the fourth most popular energy drink in the U.S. In early 2020, it bought legacy energy drink maker Rockstar for $3.85 billion with a goal of revitalizing its sales. The category is one of the fastest growing beverage segments outside of alcohol, and Pepsi has been doubling down on energy in recent years as soda consumption falls. However, the company doesn’t provide details for the amounts other than for caffeine. The drink contains many ingredients (caffeine, green tea, ginger, and guarana) that have well-researched benefits for promoting weight loss. The company also claims that the beverages have thermogenic properties, meaning that drinking them can help increase metabolism and burn calories.įor Pepsi, the deal helps strengthen its ties to energy drinks. Celsius Drinks are branded as a thermogenic and a natural way to rev up your metabolism to burn calories faster. Celsius drinks include ingredients such as ginger and green tea and no artificial preservatives or sugar. The company pitches its beverages as "healthy" energy drinks, targeting younger consumers who are active and exercise. The food and beverage giant will also nominate a director to serve on Celsius' board.Ĭelsius, which was founded in 2005, has reported explosive growth for its energy drinks during the pandemic. Pepsi's investment in Celsius translates to a minority stake of roughly 8.5% in the company. Its a healthy alternative to other sugary soft drinks and energy drinks. Pepsi will assist with the distribution starting Monday. Celsius energy drink is suitable for a sporty and active lifestyle. Celsius is expecting to gain more shelf space in existing retailers and expand more into independent stores, such as gas stations.
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