Celsius Announces Launch of Newest VIBE Line
Celsius Holdings, Inc. (Nasdaq: CELH), maker of the leading global fitness drink, CELSIUS®, today announced the launch of their newest flavor, Tropical Vibe. The refreshing combination of starfruit and pineapple is the perfect summer drink to experience your personal tropical vibe! Like all CELSIUS drinks, Tropical Vibe provides essential energy, has zero sugar, no preservatives, no artificial colors or flavors and has seven essential vitamins.
The new flavor was initially launched with 7-Eleven in the convenience channel, securing placement in more than 5,000 locations and is now rolling out to numerous other fine retailers across the country. Following the successful launch of Peach Vibe last Summer, Tropical Vibe joins the Special Edition lineup with an exciting “What’s your Vibe” campaign that kicked off the summer with cold cans in hands and outdoor activations. Celsius will make a splash in Miami Beach with their official Tropical Vibe launch party complete with an A-list roster of guests, celebrity DJ’s and experiential activations.
“We are thrilled to launch Tropical Vibe to our Celsius consumers,” commented John Fieldly, President and CEO of Celsius Holdings, Inc. “The extension of the Vibe line follows the tremendous success of our Peach Vibe launched in the summer of 2020 and is an on-trend addition we believe will not only expand our portfolio line-up but continue to appeal to a broader base of energy drink consumers seeking better-for-you functional energy. The summer launch coincides with our continued accelerated sales growth through tracked channels, with the most recent reported Nielsen scan data as of 7.03.21, showing Celsius sales up +193 percent year-over-year for two weeks and +195 percent for 12 weeks, with a 1.6 percent share of the energy category more than the last four weeks. On a two year stacked basis, CELH sales were up +254 percent year-over-year for two weeks and +244 percent for 12 weeks. This compares to the energy category which grew 11 percent year-over-year for two weeks and 16 percent for 12 weeks over the same time period.
In our e-commerce channel, according to Stackline’s latest YTD LEADERBOARD Rankings, “Most Popular Searched Brands in the U.S., Grocery Department”, CELSIUS is the No. 1 fastest growing brand while positioned at No. 18 overall for the reporting period ending July 3, 2021.”