Celsius Holdings has finalized its $1.8 billion acquisition of Alani Nu, expanding its functional beverage portfolio as consumers increasingly reach for drinkable energy and vitamins.
The female-focused brand—and a fan favorite of Gen Z and millennials—offers a line-up of energy drinks, protein powders and shakes, energy bars and collagen.
“The closing of this transaction further strengthens our ability to grow the energy drink category and reach new consumers who seek better-for-you, functional beverages as a healthier alternative to traditional, sugary energy drinks,” Celsius chairman and CEO John Fieldly said. “The Alani Nu founders and team have built a leading portfolio of health and wellness lifestyle products enjoyed by a large and loyal consumer base. We expect to continue creating the same great-tasting products Alani Nu is known for and innovating even more great flavors and collaborations to reach more people, in more places, more often.”
The deal sees key Alani Nu leadership team members serving in an advisory capacity to Celsius.
“Alani Nu has built a strong brand and a differentiated consumer base, which we believe will thrive and grow within the Celsius family,” Alani Nu co-founder Max Clemons said. “Thank you to the many Alani Nu employees and partners who have helped inspire and support our customers in their pursuit of active, wellness lifestyles. I look forward to working with the Celsius team to make Alani Nu products available to many more people and to continue creating great-tasting, functional products aligned with today’s wellness lifestyles.”
During its Q4 2024 earnings call in February, Fieldly said Celsius feels “really bullish” about its innovation strategy for the year.
“Both these brands together offer a better-for-you platform,” Fieldly said of Alani Nu and Celsius. “There’s a lot of opportunities—especially with Alani— expanding into adjacent categories. And I think that opens up scale. Health and wellness continues to grow and become part of the daily lifestyle of all of our consumers.”
For Celsius, the energy drink brand recently announced it would expand into 18,000 Subway locations, as well as Home Depot.
While energy drinks have gained momentum thanks in part to their fun flavors—an area Alani has especially mastered with options like Hawaiian Shaved Ice, Dream Float, and Cosmic Stardust—the original purveyors of caffeine (coffee) aren’t missing the boat.
Veteran-founded Black Rifle Coffee Company recently expanded its lineup of ready-to-drink coffees and energy drinks, combining 100% Colombian coffee with MCT oil and amino acids. Each can delivers between 200 mg and 300 mg of caffeine, with flavors like Vanilla Bomb, Rich Mocha, Caramel Vanilla, Espresso Cream and Espresso Mocha.
Building on the traditional energy drink category, Black Rifle Coffee launched a low-calorie, zero-sugar line touting 200 mg of naturally sourced caffeine and contains essential B vitamins and L-theanine for sustained alertness. Four flavors are available: Wild Frost, Project Mango, Freedom Punch and Ranger Berry.
F45, meanwhile, has forged a multi-year partnership with Red Bull, adding the brand’s energy drinks to its fitness studios.
Even cannabis brands are crossing over into the energy space, marketing to adult consumers.
Curaleaf Holdings just launched Select FormulaX, a hemp-derived THC energy drink that incorporates 10 mg of THC with 50 mg of caffeine and is free from artificial flavors and sweeteners. For now, the sixteen-ounce cans are available online, at Curaleaf stores in Arizona and Maine and at major retailers. Plans are in the works to sell the THC energy drinks through on-demand delivery services in select states.
Beer giant Anheuser-Busch is also leaning into the popularity of energy drinks, teaming up with sports nutrition and supplements company 1st Phorm and UFC CEO Dana White launch their own take on energy drinks this summer.
