Celsius (CELH) investor relations material

Portfolio strategy and brand positioning

• Managing a portfolio of three brands—Celsius (fitness/health), Alani Nu (female-focused, health/beauty), and Rockstar (traditional energy, male-focused)—each targeting distinct consumer segments and occasions.

• Sugar-free and health-oriented products are driving category growth, with increasing female participation and more frequent consumption occasions, including with meals and at social gatherings.

• Portfolio integration with PepsiCo has enabled national execution, innovation, and marketing scale, positioning for further growth through 2027.

• Brand authenticity, lifestyle alignment, and disciplined portfolio management are emphasized as key differentiators.

• Retail resets led to significant shelf space gains for Celsius and Alani Nu, while maintaining Rockstar shelf space.

Brand rationalization and growth plans

• Rationalization of fragmented SKUs is underway to focus on high-velocity products and create a consistent national portfolio.

• Most portfolio resets are expected to be completed by June/July, with stability and growth anticipated by year-end.

• Alani Nu integration completed in March, with distribution scaling and shelf space doubling; Rockstar integration to finish within nine months, focusing on stabilization and operational efficiencies.

• LTO (limited time offer) strategies are used to drive trial and excitement, with top-performing LTOs being converted to permanent SKUs.

• Brand optimization includes prioritizing top SKUs and innovation launches in Q1 2027.

Innovation, distribution, and operational improvements

• Innovation cadence is being refined, with a shift toward more permanent SKUs and strategic launches with key retailers.

• Expansion into new markets and channels is supported by strong velocity and loyal consumer bases, especially for Alani Nu.

• Investments in merchandisers and territory managers aim to optimize retail placement and drive efficiencies.

• Revenue management and supply chain optimization are priorities, including new production lines and a center of excellence in Dublin.

• 22 of 42 measured U.S. markets hold portfolio share above 21%, with no market below 15%.