Celsius Holdings to Acquire Alani Nu Energy Brand
Energy drink company Celsius Holdings Inc. has entered a definitive agreement to acquire Alani Nutrition LLC (Alani Nu) for a net purchase price of $1.65 billion ($1.8 billion including $150 million in tax assets), according to a release from Celsius.
The deal brings together two growing energy-drink brands in the U.S., and the combined company is expected to drive about $2 billion in sales across its entire energy products portfolio.
Alani Nu was founded in 2018 as a female-focused, functional beverage and wellness products brand, angled toward Gen Z and Millennial consumers. It is expected that Alani Nu will benefit from additional category expansion through this combination. The timing from Celsius’ perspective, is perfect for the acquisition, said John Fieldly, chairman and CEO of Celsius.
“Celsius is at a defining moment in the better-for-you, functional lifestyle products movement, and we are thrilled to welcome Alani Nu to the Celsius family,” he said. “Together, we expect to broaden the availability of Alani Nu’s functional products to help more people achieve their wellness goals with great-tasting, functional product options at more moments throughout their lives.”
Once the deal closes, Alani Nu will operate within Celsius, and key members of the Congo Brands leadership team will continue as advisors to Celsius. Celsius technically will acquire Alani Nu from its co-founders Katy and Haydn Schneider, as well as Congo Brands co-founders Max Clemons and Trey Steiger. Congo Brands is considered the operator of Alani Nu. The Celsius board of directors has approved the agreement; it is subject to customary closing conditions and is expected to close in the second quarter of 2025.
