Company: CELH
Filing Date: 2025-04-14
Form Type: DEF 14A
Source: 0001193125-25-080192
Chunk: 2

Company: Celsius Holdings, Inc.
Filing Date: 2025-04-14
Form: DEF 14A
Chunk 2
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2024, or an average of 6.5 facings per retail location, ensuring greater visibility and accessibility to Celsius. |

| • |     | Non-Tracked Channel Expansion: We gained distribution with high-visibility, non-tracked retailers, including Jersey Mike’s, Dunkin’, and The Home Depot, and Celsius will be sold in up to 18,000 Subway restaurant locations, opening new revenue streams and increasing brand visibility to reach more people in more places. |

| • |     | E-Commerce Leadership: Celsius continues to be a top-selling energy brand on Amazon, on which we have recently maintained a top two position. |

OPERATIONAL EXCELLENCE AND COST MANAGEMENT In 2024, we continued enhancing operational efficienciesto drive long-term profitability:

| • |     | Talent & Organization Development: We brought in strong, new talent to our organization in 2024, across functions and geographies, helping to further shape Celsius into a premier public company. New and expanded employee training and development programs as well as rising talent identification and succession planning exercises were conducted to ensure Celsius continues to attract and maintain the best leaders and operators to support our sustained, long-term growth. |

| • |     | Supply Chain Optimization: Vertical integration through the acquisition of Big Beverages, a longtime Celsius co-packer, will allow us over time to reduce costs, improve innovation agility, and enhance margin expansion. |

| • |     | Marketing & Consumer Engagement: Strategic investments in digital marketing, influencer partnerships, and in-store activations, as well as our growing Celsius University campus ambassador program. |

| • |     | Technology Deployment: Strengthened our field sales team’s use of technology to improve ordering efficiency and route management, and we additionally drove improvements in back-office systems, supporting greater employee engagement and wellbeing. |

LOOKING AHEAD: 2025 AND BEYOND We believe that Celsius is well-positioned for sustained, long-term growth, driven by:

| • |     | Category Growth & Leadership: Strengthening our position as a leading functional beverage portfolio company, driven forward by favorable consumer health and wellness trends, strong partnerships, innovative marketing and product development that expands the energy drink category. |

| • |     | Product Innovation: Continuing our strong tradition of exciting innovation for all consumers, including the value we expect to add with Alani Nu, giving Celsius Holdings an enhanced portfolio to help us reach more people, in more places, more often with great-tasting, functional beverage and wellness products. |

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