# EDGAR Filing Document

**Accession Number:** 0001341766
**File Stem:** 0000950170-23-007453
**Filing Date:** 2023-3
**Character Count:** 45557
**Document Hash:** 6b67ebefe8423eab623807cc1def0d07
**Contains OCR:** False
**Source Format:** 

## Filing Content

## Filing Summary
**0000950170-23-007453.hdr.sgml**: 20230313

**ACCESSION NUMBER**: 0000950170-23-007453

**CONFORMED SUBMISSION TYPE**: 8-K

**PUBLIC DOCUMENT COUNT**: 39

**CONFORMED PERIOD OF REPORT**: 20230313

**ITEM INFORMATION**: Regulation FD Disclosure

**ITEM INFORMATION**: Financial Statements and Exhibits

**FILED AS OF DATE**: 20230313

**DATE AS OF CHANGE**: 20230313

**FILER**: 

**COMPANY DATA:**
- **COMPANY CONFORMED NAME:** Celsius Holdings, Inc.
- **CENTRAL INDEX KEY:** 0001341766
- **STANDARD INDUSTRIAL CLASSIFICATION:** BOTTLED & CANNED SOFT DRINKS CARBONATED WATERS [2086]
- **IRS NUMBER:** 202745790
- **STATE OF INCORPORATION:** NV
- **FISCAL YEAR END:** 1231

**FILING VALUES:**
- **FORM TYPE:** 8-K
- **SEC ACT:** 1934 Act
- **SEC FILE NUMBER:** 001-34611
- **FILM NUMBER:** 23725815

**BUSINESS ADDRESS:**
- **STREET 1:** 2424 N. FEDERAL HWY
- **STREET 2:** SUITE 208
- **CITY:** BOCA RATON
- **STATE:** FL
- **ZIP:** 33431
- **BUSINESS PHONE:** 561-276-2239

**MAIL ADDRESS:**
- **STREET 1:** 2424 N. FEDERAL HWY
- **STREET 2:** SUITE 208
- **CITY:** BOCA RATON
- **STATE:** FL
- **ZIP:** 33431

**FORMER COMPANY:**
- **FORMER CONFORMED NAME:** VECTOR VENTURES CORP.
- **DATE OF NAME CHANGE:** 20051018

?xml version="1.0" encoding="ASCII"? 8-K

**UNITED STATES**

**SECURITIES AND EXCHANGE COMMISSION**

**WASHINGTON, D.C. 20549**

**FORM** 8-K

**CURRENT REPORT**

**Pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934**

Date of Report (date of earliest event reported): March 13, 2023

CELSIUS HOLDINGS, INC.

(Exact name of registrant as specified in charter)

Nevada

(State or other jurisdiction of incorporation)

<u>001-34611</u>   <u>20-2745790</u> <br> (Commission File Number) (IRS Employer Identification No.)

2424 N Federal Highway<u>,</u> Suite 208<u>,</u> Boca Raton<u>,</u> Florida 33431

(Address of principal executive offices and zip code)

<u>(561) 276-2239</u> <br> (Registrant's telephone number including area code)

  <br> Former Name or Former Address (If Changed Since Last Report)

Check the appropriate box below if the Form 8-K filing is intended to simultaneously satisfy the filing obligation of registrant under any of the following provisions:

☐ Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425)

☐ Soliciting material pursuant to Rule 14a-12(b) under the Exchange Act (17 CFR 240.14a-12)

☐ Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d-2(b))

☐ Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c))

Securities registered pursuant to Section 12(b) of the Act:

---

| | |
|:---|:---|
| **Title of each class** | **Name of each exchange on which registered** |
| Common Stock, $0.001 par value per share<br> CELH | The NASDAQ Capital Market |

---

Indicate by check mark whether the registrant is an emerging growth company as defined in Rule 405 of the Securities Act of 1933 (§230.405 of this chapter) or Rule 12b-2 of the Securities Exchange Act of 1934 (§240.12b-2 of this chapter).

Emerging growth company ☐

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If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act. ☐

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When used in this Current Report on Form 8-K, unless otherwise indicated, the terms "**the Company**," "**Celsius**," "**we**," "**us**" and "**our**" refer to Celsius Holdings, Inc. and its subsidiaries.

 **Item 7.01 Regulation FD Disclosure.**

On March 13, 2023, Celsius issued a press release announcing that it will be participating in the upcoming investor conferences: 35th Annual Roth Conference on March 12 – 14, 2023; Bank of America 2023 Consumer & Retail Conference on March 15, 2023; and UBS Global Consumer and Retail Conference on March 16, 2023.

A copy of the press release dated March 13, 2023 is included as **Exhibit 99.1** to this report and a copy of the Celsius Holdings, Inc. investor presentation is included as **Exhibit 99.2** to this report. Persons desiring to participate in the investor conferences will have access to a webcast link as further detailed in the press release.

In accordance with General Instruction B.2 of Form 8-K, the information furnished pursuant to this Item 7.01, and including Exhibit 99.1 furnished herewith, shall not be deemed "filed" for purposes of Section 18 of the Securities Exchange Act of 1934, as amended (the "**Exchange Act**"), nor shall it be deemed incorporated by reference in any filing under the Securities Act of 1933, as amended or the Exchange Act, except as shall be expressly set forth by specific reference in such a filing.

**Item 9.01 Financial Statements and Exhibits.**

(d) Exhibits

---

| | |
|:---|:---|
| **Exhibit No** | **Description** |
| [<u>99.1</u>](celh-ex99_1.htm) | [<u>Press Release dated March 13, 2023</u>](celh-ex99_1.htm) |
| [<u>99.2</u>](celh-ex99_2.htm) | [<u>Investor Presentation</u>](celh-ex99_2.htm) |
| 104 | Cover Page Interactive Data File (embedded within the Inline XBRL document) |

---

**SIGNATURE**

Pursuant to the requirements of the Securities Exchange Act of 1934, the registrant has duly caused this report to be signed on its behalf by the undersigned hereunto duly authorized.

---

| | | |
|:---|:---|:---|
|  | **CELSIUS HOLDINGS, INC.** | **CELSIUS HOLDINGS, INC.** |
| Date: March 13, 2023 | By: | /s/ John Fieldly |
|  |  | John Fieldly, Chief Executive Officer |

---

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## Ex-99

**<u>FOR IMMEDIATE RELEASE</u>**

![img106509639_0.jpg](img106509639_0.jpg)

**Celsius Holdings, Inc. to Present at Upcoming Investor Conferences**

35th Annual Roth Conference - March 12 – 14, 2023

Bank of America 2023 Consumer & Retail Conference - March 14 – 15, 2023

UBS Global Consumer and Retail Conference - March 16, 2023

BOCA RATON, FL, March 13, 2023/PRNewswire/ -- Celsius Holdings, Inc., (Nasdaq: <u>CELH</u>), maker of the leading global fitness drink, CELSIUS®, today announced the company will present at upcoming investor conferences including; Bank of America 2023 Consumer & Retail Conference, 35th Annual Roth Conference and the UBS Global Consumer and Retail Conference.

**<u>35</u>**<sup>th</sup> **<u>Annual Roth Conference - March 12 – 14, 2023</u>**

Date: March 13<sup>th</sup>& 14<sup>th</sup>

1x1 Meetings: Various times

Investor presentation:

https://www.celsiusholdingsinc.com/wp-content/uploads/2023/03/CELHPPTMARCH_2023.pdf

**<u>Bank of America 2023 Consumer & Retail Conference - March 14 – 15, 2023</u>** 

Date: March 15, 2023

Fireside Chat Presentation: March 15, 2023 @ 9:40 am ET

Presentation webcast link:

https://bofa.veracast.com/webcasts/bofa/consumerretail2023/idn6499X.cfm

**<u>UBS Global Consumer and Retail Conference 2023:</u>**

Date: March 16, 2023

Fireside Chat Presentation: March 16, 2023 @ 8:00 am ET

Presentation webcast link:

https://linkprotect.cudasvc.com/url?a=https%3a%2f%2fcc.webcasts.com%2fubsx001%2f031523a_js%2f%3fentity%3d10_050T1RI&c=E,1,Dz41dimJeqcxGWklGiUd6G2sVSCVJgnNYJCIs094Lx0OZFryoLrogd4SMrp8wTxbR1yxtjpz7SY5PG0AXf7WqeQfnhUAGOI4J_YNq43mZu1U4m4,&typo=1

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**<u>About Celsius Holdings, Inc.</u>**

Celsius Holdings, Inc. (Nasdaq: CELH), is a global consumer packaged goods company with a proprietary, clinically proven formula for its master brand CELSIUS®. A lifestyle energy drink born in fitness and a pioneer in the rapidly growing energy category. CELSIUS® offers proprietary, functional, essential energy formulas clinically-proven to offer significant health benefits to its users. CELSIUS® is backed by six university studies that were published in peer-reviewed journals validating the unique benefits CELSIUS® provides. For more information, please visit: http://www.celsiusholdingsinc.com

Investor Relations: <br>Cameron Donahue <br>(651) 707-3532<br><u>cdonahue@celsius.com</u>

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## Ex-99

![Slide 1](celh-ex99_2s1.jpg)

FU N C T I O N A L DIS R UP T IV E ESSEN TI AL EN ER G Y N A S D A Q : C E L H \| M A R C H 2 0 2 3

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![Slide 2](celh-ex99_2s2.jpg)

IMPORTANT NOTICE This presentation has been prepared by us (the "Company") and is made for informational purposes only. The information set forth herein does not purport to be complete or to contain all of the information you may desire. Statements contained herein are made as of the date of this presentation unless stated otherwise, and neither the delivery of this presentation at any time, nor any sale of securities, shall under any circumstances create an implication that the information contained herein is correct as of any time after such date or that information will be updated or revised to reflect information that subsequently becomes available or changes occurring after the date hereof. Certain information contained in this presentation relates to or is based on studies, publications, surveys and other data obtained from third-party sources and the Company's own internal estimates and research. While the Company believes these third-party sources to be reliable as of the date of this presentation, it has not independently verified, and makes no representation as to the adequacy, fairness, accuracy or completeness of, any information obtained from third-party sources. In addition, all of the market data included in this presentation involves a number of assumptions and limitations, and there can be no guarantee as to the accuracy or reliability of such assumptions. Finally, while the Company believes its own internal research is reliable, such research has not been verified by any independent source. This presentation may contain statements that are not historical facts and are considered forward-looking within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements contain projections of Celsius Holdings' future results of operations and/or financial position, or state other forward-looking information. In some cases, you can identify these statements by forward- looking words such as "anticipate," "believe," "could," "estimate," "expect," "intend," "may," "should," "will," "would," or similar words. You should not rely on forward-looking statements since Celsius Holdings' actual results may differ materially from those indicated by forward-looking statements as a result of a number of important factors. These factors include, but are not limited to: general economic and business conditions; our business strategy for expanding our presence in our industry; anticipated trends in our financial condition and results of operation; the impact of competition and technology change; existing and future regulations affecting our business; and other risks and uncertainties discussed in the reports Celsius Holdings has filed previously with the Securities and Exchange Commission. Celsius Holdings does not intend to and undertakes no duty to update the information contained in this presentation. I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3 This presentation is made pursuant to Rule 163B of the Securities Act of 1933, as amended, and is intended solely for investors that are qualified institutional buyers or certain institutional accredited investors solely for the purposes of familiarizing such investors with the Company and determining whether such investors might have an interest in a securities offering contemplated by the Company. Any such offering of securities will only be made by means of a registration statement (including a prospectus) filed with the U.S. Securities and Exchange Commission, after such registration statement becomes effective. No such registration statement has been filed, or become effective, as of the date of this communication. This communication shall not constitute an offer to sell or the solicitation of an offer to buy these securities, nor shall there be any sale of these securities in any state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction.

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![Slide 3](celh-ex99_2s3.jpg)

MANAGEMENT JOHN FIELDLY, PRESIDENT & CEO Joined Celsius in 2012 Over 20 years of broad financial and operational experience with extensive consumer goods background Held leadership roles at Lebhar-Friedman, a B2B Media Company that served the retail industry Began his career in retail within FDM channel through various leadership roles with the Eckerd Corporation; supported the sale to CVS in 2004 B.S in Accounting from University of South Florida; Certified Public Accountant JARROD LANGHANS, CFO Joined Celsius in April 2022 Over 20 years of domestic and international financial and operational experience Past public accounting experience with Cherry Bekaert & CBIZ MHM Primo Water Corporation, CFO of the Rest of World Operating Segment covering 19 countries across Europe as well as Israel Certified Public Accountant and a Certified Fraud Examiner KE Y M A N A G E M E N T I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3

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![Slide 4](celh-ex99_2s4.jpg)

MISSION I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3 Celsius Holdings, Inc. (Nasdaq: CELH), founded in April, 2004, is a global company, with a proprietary, clinically proven formula for flagship brand CELSIUS®. Our mission - to become the global leader of a branded portfolio which is proprietary, clinically proven or innovative in its category, and offers significant health benefits.

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![Slide 5](celh-ex99_2s5.jpg)

FUNCTIONAL ENERGY PROVIDES ESSENTIAL ENERGY\* PROPRIETARY METAPLUS® BLEND 7 ESSENTIAL VITAMINS ACCELERATES METABOLISM\* BURNS BODY FAT & CALORIES\* THERMOGENIC SUGAR HIGH FRUCTOSE CORN SYRUP ARTIFICIAL COLORS ASPARTAME \*CELSIUS helps maintain the body's regular metabolic function. CELSIUS alone does not produce weight loss in the absence of a healthy diet and moderate exercise. So, whether you walk the dog or work out at the gym, make CELSIUS part of your daily regimen. I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3

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![Slide 6](celh-ex99_2s6.jpg)

INVESTMENT DISRUPTIVE, PROVEN, & PROPRIETARY FUNCTIONAL BEVERAGE CELSIUS - backed by multiple clinical/ university studies and peer- reviewed medical journals CAPITALIZING ON HEALTH & WELLNESS THROUGH INNOVATION & EXPANDING PORTFOLIO Consumers are rapidly leaving artificial and sugar soft drinks and other traditional categories. Functional beverages have emerged as the fastest-growing category in the beverage industry STRONG MOMENTUM AND GROWTH TRAJECTORY Q4 2022, Domestic revenue up 74% to $166.5 million, from $95.9 million in the year ago quarter. The increase was driven by accelerating double-digit growth in traditional channels of trade EXPANDING CHANNELS OF TRADE Strong sell-through and expanded offerings with the top retailers in C-Store, Mass, Club Grocery, Nutrition & Drug store channels including Circle K, Target, COSTCO, CVS, and Publix. 10.01.22 launch with PepsiCo distribution. Fast growing nationwide including club and food service, robust e-commerce channel, including Amazon Prime distribution SIGNIFICANT BRAND AWARENESS Increased marketing effort has significantly enhanced CELSIUS. Positioned as the front runner for the healthy, functional alternative to conventional energy drinks appealing to a broad consumer demographic KE Y I N V E S T M E N T H I G H L I G H T S I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3

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![Slide 7](celh-ex99_2s7.jpg)

PERFORMANCE Q4 2022 and 12M ended December 31, 2022 Highlights \*\*CELSIUS is the #1 brand driver of growth to the Energy Category in 2022, responsible for 22% of the category growth, driving $474 million in incremental sales The most recent reported Nielsen scan data as of 01/28/23, shows Celsius sales up +136.0% y/y for 4-wks, +129.8% y/y for 12-wks and +127.5% y/y for the fourth quarter. This compares to the energy category which grew +17.1% y/y for 4-wks, +10.8% y/y for 12-wks and +10.8% y/y in the fourth quarter #3 energy brand in C-store in 4W as of 1/29: SPINS IRI ENERGY CATEGORY MULO+C DATA On Amazon, CELSIUS® is the SECOND largest energy drink with a 16.9 % share of the Energy Drink Category, ahead of RED BULL® at a 11.7% share, and behind MONSTER® at 26.4% (YTD period ending 2/11/23, Stackline, Energy Drink Category: Total US) Þ Amazon full year 2022 sales of $57.9 million vs full year 2021 sales of $31.6 million, up 83.0% y/y. Per SPINS IRI Energy Category 4W data ending 01/29/23: In MULOC, Celsius is the #3 Energy Drink in the US with a 6.4% market share vs. 3.4% y/y In MULOC, Celsius grew ACV to 89.7% vs. 59.6% y/y In Convenience, Celsius has seen an approximate 92.0% increase in ACV growth to 89.0%, compared to 46.3% y/y Club channel revenue totaled over $138.7 million for the year ended December 31, 2022, up 247.0% y/y, compared to $39.9 million in 2021 I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3 \*\*(Last 12 Weeks Ending 07.10.22, IRI MULO+C)

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![Slide 8](celh-ex99_2s8.jpg)

ROUTE Increasing penetration across major distribution channels to retail locations ST R O N G C U ST O M E R B ASE CONVENIENCE VITAMIN SPECIALTY & DRUG MILITARY VENDING GROCERY FITNESS ECOMMERCE MASS MARKET NATURAL CHANNEL I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3

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![Slide 9](celh-ex99_2s9.jpg)

FUNCTIONAL EACH CHANNEL HAS A DEFINED PLACEMENT STRATEGY Celsius is sold ambient and cold across channels in grocery or pharmacy in multipacks, in fitness/emerging channels, cold. PL AC E M E N T I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3

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![Slide 10](celh-ex99_2s10.jpg)

DISTRIBUTION GAINS TRANSACTION OVERVIEW NEW CHANNEL GAINS Food service channel: As of March 1, 2023 College and University locations: Added over 1,600 locations since PepsiCo distribution launch, October 1, 2022. Healthcare locations: Also added over 1,600 locations since PepsiCo distribution launch, October 1, 2022. Initial launch through hotel chains contracted with PepsiCo. Other segments including the travel/airport segment and Casinos. I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3

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![Slide 11](celh-ex99_2s11.jpg)

FUNCTIONAL ENERGY THE BIG PICTURE OVERVIEW CELSIUS beverage and supplement products have emerged as the latest-growing category in the beverage industry - a now firmly established trend. Busier lifestyles and a focus on health and wellness are driving the need for convenient alternatives that give consumers a way to manage their well-being while they're o the go. Consumers are increasingly seeking new alternative beverages that help them achieve and maintain their health and wellness goals. CELSIUS' broad consumer demographic allows product to be distributed across more channels - including big-box retail, convenience , grocery, drug-store, fitness, health and wellness, and vitamin specialty - than any other functional or energy beverage. CONVENTIONAL ENERGY CLINICALLY-PROVEN FUNCTION BETTER-FOR-YOU, FUNCTIONAL ENERGY FUNCTIONAL MASSES ARE LEAVING ARTIFICIAL OR SUGARY CARBONATED DRINKS CELSIUS PIONEERS NEW GROUND BETTER-FOR-YOU ENERGY CELSIUS IS A PROVEN FUNCTIONAL ENERGY DRINK CONSUMERS ARE READY FOR ENERGY 2.0 SUGARY ENERGY EXIT IS NOW… CELSIUS IS HERE HEALTHIER ENERGY + PIONEERING POSITION I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3

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![Slide 12](celh-ex99_2s12.jpg)

CAPITALIZING ON TODAY'S HEALTH & WELLNESS TRENDS PORTFOLIO

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![Slide 13](celh-ex99_2s13.jpg)

PORTFOLIO SWEETENED WITH STEVIA CELSIUS' first line extension that is both naturally sweetened and naturally caffeinated. CELSIUS Stevia line is available in sparkling and non-carbonated flavors and contains the same proprietary formula proven to accelerate metabolism, burn body fat and prove healthy energy. CELSIUS provides all the essential energy you need. It is functional energy made with premium ingredients and zero sugar. CELSIUS is packed with 7 essential vitamins, has no artificial colors or flavors, no aspartame and no high fructose corn syrup. ON-THE-GO Enjoy essential energy anywhere, anytime with the CELSIUS powder sticks. Each packet contains the same essential energy and premium ingredients as CELSIUS, only in compact form. Just add water and go! I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3

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![Slide 14](celh-ex99_2s14.jpg)

HEAT CELSIUS HEAT is performance energy made with premium ingredients and is uniquely designed with 2,000 mg of L-Citrulline and 300mg caffeine to optimize performance and give a powerful energy boost. BCAA+ BCAA + Energy can help with reducing muscle fatigue during and post exercise, reducing muscle damage and soreness, and providing a source of energy and immunity support. CELSIUS BCAA + Energy contains no high fructose corn syrup, no aspartame, no artificial colors or flavors and zero sugar. Recover right with this refreshing blend of BCAAs, Tart Cherry, Vitamin D3 and Electrolytes that replenish and rebuild, from workout to work. HEAT ON-THE-GO Power through your workout with an exotic flavor of CELSIUS HEAT Jackfruit. With an ingredients roster of key vitamins, 2,000 mg of L-citrulline, and 300 mg caffeine, this performance energy drink is designed to increase thermogenesis and give you a boost of energy. PORTFOLIO I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3

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![Slide 15](celh-ex99_2s15.jpg)

Globally defines territories which currently provide marketing and sales support within their respective territory. PepsiCo distribution transaction provides material new international expansion opportunities. GLOBAL EXPANSION DISTRIBUTION PARTNERS Hong Kong launched through A.S. Watson Water distributors in 2017. China market transitioned to recently closed nationwide distribution agreement with Qifeng Food Technology (Beijing) Co. Ltd\*. CELSIUS will receive over $19 million between 2019 and 2023, including $12.25 million in repayment of invested capital and $6.9million from the royalty license fee. In 2024, agreement will transition to a 2%-3% volume-based royalty fee dependent on volume with minimum $2.2M royalty payment. The China agreement creates a risk-mitigated method of capturing market share. I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3 DISTRIBUTION Focused dedicated team in Nordics providing a playbook for further European expansion.

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![Slide 16](celh-ex99_2s16.jpg)

FINANCIALS I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3

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![Slide 17](celh-ex99_2s17.jpg)

DRIVING SHAREHOLDER VALUE I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3

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![Slide 18](celh-ex99_2s18.jpg)

FY 2022 FINANCIAL SNAPSHOT MARGIN ANALYSIS I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3

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![Slide 19](celh-ex99_2s19.jpg)

FINANCIAL PERFORMANCE FINANCIAL PROFILE REVENUE YOY I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3 GROWTH TRENDS IN REVENUE BY QUARTER (UNAUDITED)

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![Slide 20](celh-ex99_2s20.jpg)

TAKE AWAYS I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3 OUTPACING CATEGORY GROWTH PEPSICO DISTRIBUTION DEAL RESOUNDING CONSUMER DEMAND - TREND FORWARD RAPIDLY GROWING REVENUES AND GROSS PROFITS EXPANDED PRODUCT OFFERING INNOVATIVE PORTFOLIO CAPITALIZING ON HEALTH & WELLNESS TRENDS TRANSFORMING OPERATIONS FOR SALE DISCIPLINED DATA DRIVEN TEAM CE L S IUS 2 0 2 3

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![Slide 21](celh-ex99_2s21.jpg)

A B R E AD T H O F I N D U S T R Y , F I N AN C I AL , & E X E C U T I V E M AN AG E M E N T E X P E R T I S E DIRECTORS JOHN FIELDLY CHAIRMAN I N V E S T O R I N F O R M A T I O N \| N A S D A Q : C E L H \| M A R C H 2 0 2 3 HAL KRAVITZ LEAD DIRECTOR CAROLINE LEVY DIRECTOR JOYCE RUSSELL DIRECTOR JIM LEE DIRECTOR NICK CASTALDO DIRECTOR CHAIRMAN CHERYL MILLER DIRECTOR DAMON DESANTIS DIRECTOR ALEXANDRE RUBERTI DIRECTOR

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![Slide 22](celh-ex99_2s22.jpg)

HOLDINGS, INC. C O M P A N Y C O N T A C T : I N V E S T O R R E L A T I O N S Ca me r o n Do na hue Ce l s i us I R 651. 707. 3532 cd o n ah u e@ cel s i u s . co m VI SI T O UR I NVE ST O R WEBSI T E: www. c e l s i u s h ol d i n g s i n c . c om

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![Slide 23](celh-ex99_2s23.jpg)

### Attached PDF Documents

**Attachment 1:** `celh-celh_8-k_investor_conf..pdf`

# CELSIUS®

![img-0.jpeg](img-0.jpeg)

Nasdaq: CELH March 2023

FUNCTIONAL | DISRUPTIVE | ESSENTIAL ENERGY

![img-1.jpeg](img-1.jpeg)

# IMPORTANT NOTICE AND DISCLAIMER

This presentation has been prepared by us (the "Company") and is made for informational purposes only. The information set forth herein does not purport to be complete or to contain all of the information you may desire. Statements contained herein are made as of the date of this presentation unless stated otherwise, and neither the delivery of this presentation at any time, nor any sale of securities, shall under any circumstances create an implication that the information contained herein is correct as of any time after such date or that information will be updated or revised to reflect information that subsequently becomes available or changes occurring after the date hereof.

Certain information contained in this presentation relates to or is based on studies, publications, surveys and other data obtained from third-party sources and the Company's own internal estimates and research. While the Company believes these third-party sources to be reliable as of the date of this presentation, it has not independently verified, and makes no representation as to the adequacy, fairness, accuracy or completeness of, any information obtained from third-party sources. In addition, all of the market data included in this presentation involves a number of assumptions and limitations, and there can be no guarantee as to the accuracy or reliability of such assumptions. Finally, while the Company believes its own internal research is reliable, such research has not been verified by any independent source.

This presentation may contain statements that are not historical facts and are considered forward-looking within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements contain projections of Celsius Holdings' future results of operations and/or financial position, or state other forward-looking information. In some cases, you can identify these statements by forward-looking words such as "anticipate," "believe," "could," "estimate," "expect," "intend," "may," "should," "will," "would," or similar words. You should not rely on forward-looking statements since Celsius Holdings' actual results may differ materially from those indicated by forward-looking statements as a result of a number of important factors. These factors include, but are not limited to: general economic and business conditions; our business strategy for expanding our presence in our industry; anticipated trends in our financial condition and results of operation; the impact of competition and technology change; existing and future regulations affecting our business; and other risks and uncertainties discussed in the reports. Celsius Holdings has filed previously with the Securities and Exchange Commission. Celsius Holdings does not intend to and undertakes no duty to update the information contained in this presentation.

This presentation is made pursuant to Rule 1530 of the Securities Act of 1933, as amended, and is intended solely for investors that are qualified institutional buyers or certain institutional accredited investors solely for the purposes of familiarizing such investors with the Company and determining whether such investors might have an interest in a securities offering contemplated by the Company. Any such offering of securities will only be made by means of a registration statement (including a prospectus) filed with the U.S. Securities and Exchange Commission, after such registration statement becomes effective. No such registration statement has been filed, or become effective, as of the date of this communication. This communication shall not constitute an offer to sell or the solicitation of an offer to buy these securities, nor shall there be any sale of these securities in any state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction.

CELSIUS
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KEY MANAGEMENT

# EXECUTIVE

# MANAGEMENT

![img-2.jpeg](img-2.jpeg)

# JOHN FIELDLY - PRESIDENT & CEO

- Joined Celsius in 2012
- Over 20 years of broad financial and operational experience with extensive consumer goods background
- Held leadership roles at Lebhar-Friedman, a B2B Media Company that served the retail industry
- Began his career in retail within FDM channel through various leadership roles with the Eckerd Corporation; supported the sale to CVS in 2004
- B.S in Accounting from University of South Florida; Certified Public Accountant

![img-3.jpeg](img-3.jpeg)

# JARROD LANGHANS - CFO

- Joined Celsius in April 2022
- Over 20 years of domestic and international financial and operational experience
- Past public accounting experience with Cherry Bekaert & CBZ MHM
- Prime Water Corporation, CFO of the Rest of World Operating Segment covering 19 countries across Europe as well as Israel
- Certified Public Accountant and a Certified Fraud Examiner

CELSIUS
LIVE FIT

# OUR MISSION

Celsius Holdings, Inc. (Nasdaq: CELH), founded in April, 2004,
is a global company, with a proprietary, clinically proven
formula for flagship brand CELSIUS®. Our mission - to
become the global leader of a branded portfolio which is
proprietary, clinically proven or innovative in its category,
and offers significant health benefits.

![img-4.jpeg](img-4.jpeg)

![img-5.jpeg](img-5.jpeg)

![img-6.jpeg](img-6.jpeg)

![img-7.jpeg](img-7.jpeg)

# ESSENTIAL FUNCTIONAL ENERGY

- PROVIDES ESSENTIAL ENERGY*
- PROPRIETARY METAPLUS® BLEND
- 7 ESSENTIAL VITAMINS
- ACCELERATES METABOLISM**
- BURNS BODY FAT & CALORIES**
- THERMOGENIC

# NO

SUGAR

HIGH FRUCTOSE CORN SYRUP

ARTIFICIAL COLORS/FLAVORS

ASPARTAME

*Colours alone does not produce weight loss in the absence of a healthy diet and moderate exercise. So whether you walk the dog or work out at the gym, make Colours part of your daily regimen.

**These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

![img-8.jpeg](img-8.jpeg)

![img-9.jpeg](img-9.jpeg)

![img-10.jpeg](img-10.jpeg)

![img-11.jpeg](img-11.jpeg)

![img-12.jpeg](img-12.jpeg)

CELSIUS
LIVE FIT

![img-13.jpeg](img-13.jpeg)

# INVESTMENT CONSIDERATIONS
KEY INVESTMENT HIGHLIGHTS

1 DISRUPTIVE, PROVEN, & PROPRIETARY FUNCTIONAL BEVERAGE

CELSIUS - backed by multiple clinical/ university studies and peer-reviewed medical journals

2 CAPITALIZING ON HEALTH & WELLNESS THROUGH INNOVATION & EXPANDING PORTFOLIO

Consumers are rapidly leaving artificial and sugar soft drinks and other traditional categories. Functional beverages have emerged as the fastest-growing category in the beverage industry

3 STRONG MOMENTUM AND GROWTH TRAJECTORY

Q4 2022, Domestic revenue up 74% to $166.5 million, from $95.9 million in the year ago quarter. The increase was driven by accelerating double-digit growth in traditional channels of trade

4 EXPANDING CHANNELS OF TRADE

Strong sell-through and expanded offerings with the top retailers in C-Store, Mass, Club Grocery, Nutrition & Drug store channels including Circle K, Target, COSTCO, CVS, and Publix. 10.01.22 launch with PepsiCo distribution. Fast growing nationwide including club and food service, robust e-commerce channel, including Amazon Prime distribution

5 SIGNIFICANT BRAND AWARENESS

Increased marketing effort has significantly enhanced CELSIUS. Positioned as the front runner for the healthy, functional alternative to conventional energy drinks appealing to a broad consumer demographic

CELSIUS
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# PERFORMANCE VSCATEGORY
CELSIUS BRAND

## Q4 2022 and 12M ended December 31, 2022 Highlights

- **CELSIUS is the #1 brand driver of growth to the Energy Category in 2022, responsible for 22% of the category growth, driving $474 million in incremental sales
- The most recent reported Nielsen scan data as of 01/28/23, shows Celsius sales up +136.0% y/y for 4-wks, +129.8% y/y for 12-wks and +127.5% y/y for the fourth quarter. This compares to the energy category which grew +17.1% y/y for 4-wks, +10.8% y/y for 12-wks and +10.8% y/y in the fourth quarter
  - #3 energy brand in C-store in 4W as of 1/29: SPINS IRI ENERGY CATEGORY MULO+C DATA
  - On Amazon, CELSIUS is the SECOND largest energy drink with a 16.9 % share of the Energy Drink Category, ahead of RED BULL at a 11.7% share, and behind MONSTER at 26.4% (YTD period ending 2/11/23, Stackline, Energy Drink Category: Total US)
    - Amazon full year 2022 sales of $57.9 million vs full year 2021 sales of $31.6 million, up 83.0% y/y.
- Per SPINS IRI Energy Category 4W data ending 01/29/23:
  - In MULOC, Celsius is the #3 Energy Drink in the US with a 6.4% market share vs. 3.4% y/y
  - In MULOC, Celsius grew ACV to 89.7% vs. 59.6% y/y
  - In Convenience, Celsius has seen an approximate 92.0% increase in ACV growth to 89.0%, compared to 46.3% y/y
  - Club channel revenue totaled over $138.7 million for the year ended December 31, 2022, up 247.0% y/y, compared to $39.9 million in 2021

**(L12W SPINS IRI ENERGY CATEGORY MULO+C DATA ENDING 1.1.2023)**

# ROUTE TO MARKET
STRONG CUSTOMER BASE

INCREASING PENETRATION ACROSS MAJOR DISTRIBUTION CHANNELS TO ~174K RETAIL LOCATIONS

CONVENIENCE

![img-14.jpeg](img-14.jpeg)

VITAMIN SPECIALTY & DRUG

![img-15.jpeg](img-15.jpeg)

MILITARY

![img-16.jpeg](img-16.jpeg)

VENDING

![img-17.jpeg](img-17.jpeg)

GROCERY

![img-18.jpeg](img-18.jpeg)

FITNESS

![img-19.jpeg](img-19.jpeg)

E-COMMERCE

![img-20.jpeg](img-20.jpeg)

MASS MARKET

![img-21.jpeg](img-21.jpeg)

NATURAL CHANNEL

![img-22.jpeg](img-22.jpeg)

CELSIUS
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PLACEMENT

# ENERGY &

# FUNCTIONAL

EACH CHANNEL HAS A DEFINED
PLACEMENT STRATEGY

CELSIUS IS SOLD AMBIENT AND COLD ACROSS CHANNELS IN GROCERY OR PHARMACY IN
MULTIPACKS, IN FITNESS/EMERGING CHANNELS, COLD.

![img-23.jpeg](img-23.jpeg)

![img-24.jpeg](img-24.jpeg)

![img-25.jpeg](img-25.jpeg)

![img-26.jpeg](img-26.jpeg)

![img-27.jpeg](img-27.jpeg)

![img-28.jpeg](img-28.jpeg)

# Initial PepsiCo Distribution Gains

New Channel Gains:

- **Food service channel:**
  - As of March 1, 2023
- **College and University locations:**
  - Added over 1,600 locations since PepsiCo distribution launch, October 1, 2022
- **Healthcare locations:**
  - Also added over 1,600 locations since PepsiCo distribution launch, October 1, 2022
- Initial launch through hotel chains contracted with PepsiCo
- Other segments including the travel/airport segment and Casinos

![img-29.jpeg](img-29.jpeg)

Transaction Overview

| Overview | Celsius and PepsiCo have entered into a long-term strategic distribution agreement and investment PepsiCo to acquire certain Celsius distribution rights in the U.S. with future expansion opportunity as preferred global distribution partner PepsiCo has made a $550 million investment in Celsius convertible preferred stock |
| --- | --- |
| Distribution Agreement | PepsiCo to become Celsius' primary distribution partner in the U.S. through its leading DSD network and the preferred partner internationally Celsius represents a rapidly growing lifestyle energy brand that enhances PepsiCo's existing energy portfolio Celsius to manage transition of and make buy-out payment to existing distributors; PepsiCo to contribute funding to Celsius related thereto |
| Preferred Equity Investment | PepsiCo made a net cash investment of $550 million in Celsius in exchange for convertible preferred stock (representing an estimated 8.5% ownership in Celsius on an as-converted basis 1 ) and is entitled to a 5% annual dividend paid quarterly in cash or at Celsius' option, paid-in-kind (PIK) Convertible preferred stock to automatically convert into common shares after 6 years on certain market share triggers and if above conversion price Primary proceeds used to fund growth CapEx and operating expenses PepsiCo has the right to nominate one director to the Board, increasing the Board size from 8 to 9 |
| Strategic Rationale | Transformational opportunity to gain immediate scale and accelerate market share by securing access to leading North America DSD network with global reach Access to new consumption occasions through diversified channel exposure Go-to-market portfolio optimization through strategic alliance with a global leader in beverages Meaningful preferred equity investment aligns long-term interests while strengthening balance sheet position for working capital and growth investment |
| Pro Forma Impact | Cash proceeds of $550 million will strengthen balance sheet position and fund ongoing growth initiatives Distribution agreement expected to add significant topline scale and accelerate growth Substantial margin accretion expected from leveraging PepsiCo's leading DSD network to rapidly scale the business |
| Timing | Transaction closed August 1, 2022 |

Note:

1. Based on fully diluted shares outstanding of 78.3 million as of March 31, 2022. Assumes $550mm of convertible preferred stock is converted to common at a conversion price of $75.00 per share, implying 7.3 million of additional diluted shares outstanding

# TRENDS:
THE BIG PICTURE

# OVERVIEW

- CELSIUS beverage and supplement products have emerged as the latest-growing category in the beverage industry - a now firmly established trend
- Busier lifestyles and a focus on health and wellness are driving the need for convenient alternatives that give consumers a way to manage their well-being while they're o the go
- Consumers are increasingly seeking new alternative beverages that help them achieve and maintain their health and wellness goals
- CELSIUS' broad consumer demographic allows product to be distributed across more channels - including big-box retail, convenience, grocery, drug-store, fitness, health and wellness, and vitamin specialty - than any other functional or energy beverage

# PIONEERING POSITION:
BETTER-FOR-YOU, FUNCTIONAL ENERGY

MASSES ARE LEAVING ARTIFICIAL OR
SUGARY CARBONATED DRINKS

![img-0.jpeg](img-0.jpeg)

# CELSIUS PIONEERS NEW GROUND

CLINICALLY-
PROVEN
FUNCTION

BETTER-FOR-YOU
ENERGY

# CELSIUS IS A PROVEN FUNCTIONAL
ENERGY DRINK

CONSUMERS
ARE READY FOR
ENERGY 2.0

SUGARY ENERGY
EXIT IS NOW...
CELSIUS IS HERE

![img-1.jpeg](img-1.jpeg)

CONVENTIONAL ENERGY

![img-2.jpeg](img-2.jpeg)

HEALTHIER ENERGY

![img-3.jpeg](img-3.jpeg)

BETTER-FOR-YOU,
FUNCTIONAL ENERGY

![img-4.jpeg](img-4.jpeg)

FUNCTIONAL

# INNOVATIVE PORTFOLIO

CAPITALIZING ON TODAY'S HEALTH & WELLNESS TRENDS

![img-5.jpeg](img-5.jpeg)

# CELSIUS ESSENTIAL ENERGY PORTFOLIO

CELSIUS provides all the essential energy you need. It is functional energy made with premium ingredients and zero sugar. CELSIUS is packed with 7 essential vitamins, has no artificial colors or flavors, no aspartame and no high fructose corn syrup.

![img-6.jpeg](img-6.jpeg)

# CELSIUS SWEETENED WITH STEVIA

CELSIUS' first line extension that is both naturally sweetened and naturally caffeinated.

CELSIUS Stevia line is available in sparkling and non-carbonated flavors and contains the same proprietary formula proven to accelerate metabolism, burn body fat and prove healthy energy.

![img-7.jpeg](img-7.jpeg)

# CELSIUS ON-THE-GO

Enjoy essential energy anywhere, anytime with the CELSIUS powder sticks. Each packet contains the same essential energy and premium ingredients as CELSIUS, only in compact form. Just add water and go!

![img-8.jpeg](img-8.jpeg)

# HEAT PORTFOLIO

CELSIUS HEAT is performance energy made with premium ingredients and is uniquely designed with 2,000 mg of L-Citrulline and 300mg caffeine to optimize performance and give a powerful energy boost.

![img-9.jpeg](img-9.jpeg)

# BCAA+ PORTFOLIO

BCAA + Energy can help with reducing muscle fatigue during and post exercise, reducing muscle damage and soreness, and providing a source of energy and immunity support.

CELSIUS BCAA + Energy contains no high fructose corn syrup, no aspartame, no artificial colors or flavors and zero sugar.

Recover right with this refreshing blend of BCAAs, Tart Cherry, Vitamin B3 and Electrolytes that replenish and rebuild, from workout to work.

![img-10.jpeg](img-10.jpeg)

# HEAT ON-THE-GO

Power through your workout with an exotic flavor of CELSIUS HEAT Jackfruit. With an ingredients roster of key vitamins, 2,000 mg of L-citrulline, and 300 mg caffeine, this performance energy drink is designed to increase thermogenesis and give you a boost of energy.

![img-11.jpeg](img-11.jpeg)

# GROWING GLOBAL EXPANSION

Globally defines territories which currently provide marketing and sales support within their respective territory
- PepsiCo distribution transaction provides material new international expansion opportunities

# ASIA PARTNERS

# DISTRIBUTION

- Hong Kong launched through A.S. Watson Water distributors in 2017
- China market transitioned to recently closed nationwide distribution agreement with Difeng Food Technology (Beijing) Co. Ltd*
- CELSIUS will receive over $19 million between 2019 and 2023, including $12.25 million in repayment of invested capital and $6.9 million from the royalty license fee
- In 2024, agreement will transition to a 2%-3% volume-based royalty fee dependent on volume with minimum $2.2M royalty payment
- The China agreement creates a risk-mitigated method of capturing market share

# EUROPEAN DISTRIBUTION

- Focused dedicated team in Nordics providing a playbook for further European expansion

![img-12.jpeg](img-12.jpeg)

![img-13.jpeg](img-13.jpeg)

# CELSIUS
## Driving Shareholder Value

### Revenue Growth

- Increasing the number of stores and channels that carry Celsius
- New retailers or national expansions within existing channels such as our recent nationwide expansion in BJ's and the national rollout in Q1 2023 with Aldi
- New channels such as Food Service, College and Universities
- Increasing the number of items carried per location
  - Drive Velocity rates
- International growth

### Operational Excellence

- Gross Margin improvements leveraging:
  - Scale, Orbit model optimization, direct co-packer to distributor shipping, vertical integration, improving scrap/waste efficiencies
- Focus on Sales &Marketing efficiencies with increased leverage as we scale
- Optimizing the PepsiCo partnership to gain further leverage
- General & Administrative
  - Revenue/employee
  - Software optimization
  - Focus on building our Internal Teams & Expertise

### EBITDA Growth

- Driving EBITDA Margin % through leverage in the operating model with sustained top line growth

CELSIUS
LIVE FIT

# CELSIUS
FINANCIALS

![img-14.jpeg](img-14.jpeg)

# CELSIUS FINANCIAL PERFORMANCE

FINANCIAL PROFILE REVENUE YOY

![img-15.jpeg](img-15.jpeg)

GROWTH TRENDS IN REVENUE BY QUARTER (UNAUDITED)

![img-16.jpeg](img-16.jpeg)

## FY 2022 FINANCIAL SNAPSHOT

| Flash Financials $(000)'s* | FY 2022 | FY 2021 | % Change |
| --- | --- | --- | --- |
| Revenue | $653.6 | $314.3 | 108% |
| N. America | $617.5 | $273.0 | 126% |
| International | $36.1 | $41.3 | -12% |
| Gross Margin % | 41.4% | 40.8% | 66 BPS |
| Net (Loss)/ Income att. to Common Shareholders | -$198.8 | $3.9 | -5,150% |
| Distributor Termination Expense | $193.8 | $ - | N/A |
| Adjusted EBITDA** | $71.1 | $33.6 | 111% |

Unaudited Financial Presentation

**Non-GAAP

CELSIUS
LIVE FIT

# BOARD OF DIRECTORS

A BREADTH OF INDUSTRY, FINANCIAL, & EXECUTIVE MANAGEMENT EXPERTISE

![img-17.jpeg](img-17.jpeg)

JOHN FIELDLY
CHAIRMAN

![img-18.jpeg](img-18.jpeg)

HAL KRAVITZ
LEAD DIRECTOR

![img-19.jpeg](img-19.jpeg)

CAROLINE LEVY
DIRECTOR

![img-20.jpeg](img-20.jpeg)

JOYCE RUSSELL
DIRECTOR

![img-21.jpeg](img-21.jpeg)

JIM LEE
DIRECTOR

![img-22.jpeg](img-22.jpeg)

NICK CASTALDO
DIRECTOR

![img-23.jpeg](img-23.jpeg)

CHERYL MILLER
DIRECTOR

![img-24.jpeg](img-24.jpeg)

DAMON DESANTIS
DIRECTOR

![img-25.jpeg](img-25.jpeg)

ALEXANDRE RUBERTI
DIRECTOR

CELSIUS
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CELSIUS 2022

# KEY TAKE AWAYS

- OUTPACING CATEGORY GROWTH
- PEPSICO DISTRIBUTION DEAL
- RESOUNDING CONSUMER DEMAND - TREND FORWARD
- RAPIDLY GROWING REVENUES AND GROSS PROFITS
- EXPANDED PRODUCT OFFERING
- INNOVATIVE PORTFOLIO CAPITALIZING ON HEALTH & WELLNESS TRENDS
- TRANSFORMING OPERATIONS FOR SALE
- DISCIPLINED DATA DRIVEN TEAM

![img-0.jpeg](img-0.jpeg)

# CELSIUS HOLDINGS, INC.

COMPANY CONTACT:

INVESTOR RELATIONS

Cameron Donahue

Celsius IR

651.707.3532

cdonahue@celsius.com

VISIT OUR INVESTOR WEBSITE:

www.celsiusholdingsinc.com

![img-1.jpeg](img-1.jpeg)

THANK YOU

![img-2.jpeg](img-2.jpeg)

**CELSIUS.**
LIVE FIT