Strategic Partnership & Investment - PepsiCo will increase its stake in Celsius to approximately 11% [1] - PepsiCo will gain a board seat at Celsius [1] - The investment solidifies the strategic alignment between PepsiCo and Celsius from a business, commercial, and investment perspective [7][8] - Celsius sees PepsiCo as a strategic partner [9] Portfolio Expansion & Brand Strategy - Celsius will acquire the Rockstar energy brand in the US and Canada [1] - Celsius has a modern energy portfolio including Celsius and Alani Nu [2] - Alani Nu is one of the fastest-growing brands in the energy category, attracting new female consumers [2] - The combined portfolio of Celsius, Alani Nu, and Rockstar represents approximately 20% market share in the energy drink category [6] Distribution & Market Access - The deal provides Alani Nu with access to PepsiCo's distribution network, including food service, colleges, and universities [2][6] - Distribution is critical for maintaining product availability on shelves and in cold coolers [5] - The partnership aims to leverage PepsiCo's salesforce, organization, and merchandising capabilities [4]
Celsius CEO on boosted stake from PepsiCo: We now have a multi-portfolio approach