Company: CELH
Filing Date: 2025-04-14
Form Type: DEF 14A
Source: 0001193125-25-080192
Chunk: 1

Company: Celsius Holdings, Inc.
Filing Date: 2025-04-14
Form: DEF 14A
Chunk 1
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 • |     | Cash Balance: Maintained a strong cash position of $890 million as of December 31, 2024, even after funding the strategic Big Beverages acquisition. |

STRATEGIC EXPANSION AND ACQUISITIONS Celsius has continued to evolve its business through strategic acquisitions and global expansion initiatives:

| • |     | Alani Nu Acquisition: A major milestone is our February 2025 agreement to acquire Alani Nu, a leading wellness lifestyle brand, for a net purchase price of $1.65 billion. We expect that this acquisition will broaden our consumer reach and strengthen our position in the functional beverage market with a differentiated product portfolio with a strong affinity to the fast-growing, female consumer segment. |

| • |     | Big Beverages Acquisition: We acquired one of our longtime co-packers, vertically integrating a portion of our operations, which we believe will bring even greater value to our stockholders. This addition provides us with greater supply chain flexibility and greater innovation opportunity. |

| • |     | International Expansion: We successfully launched in Canada, the U.K., Ireland, France, Australia, and New Zealand, tapping into high-growth international markets with strong consumer demand for healthier, functional beverage alternatives. |

| • |     | Increased Retail Footprint: Celsius is now available in over 241,000 retail outlets across the U.S., reflecting a 37% increase in points of distribution year-over-year. |

INNOVATION DRIVING GROWTH Innovation remains a cornerstone of Celsius’ growth strategy:

| • |     | CELSIUS ESSENTIALS: Our 16-ounce performance energy line expanded our portfolio and attracted new consumers looking for functional, high-performance beverages. |

| • |     | CELSIUS HYDRATION: Celsius entered the hydration category, introducing a zero-sugar, electrolyte-infused hydration powder, further strengthening our position as a functional lifestyle brand for people who aspire to live fit. |

| • |     | New Flavors & Formats: We launched many great-tasting and refreshing new flavors across our CELSIUS core, CELSIUS Vibe, Essentials and On The Go Powders portfolio, and we expanded our popular multipack offerings. |

DISTRIBUTION AND RETAIL PARTNERSHIPS Celsius has continued to leverage its distribution partnership with PepsiCoto expand its North American market reach:

| • |     | Growing Retail Shelf Space Presence: We improved our placement and grew retailer shelf presence in the U.S. by more than 35% in