Celsius Holdings Acquires Alani Nu in Major Wellness Deal

Celsius Holdings has announced the acquisition of Alani Nu, a wellness brand focused on female consumers, in a strategic move to expand beyond energy drinks into the broader health and wellness market.

The deal, expected to close in Q2 2025, will combine Alani Nu's product portfolio—including pre-workout supplements, protein powders, energy drinks, and wellness gummies—with Celsius's distribution network and marketing capabilities.

Alani Nu products are currently sold through major retailers including Target and GNC, as well as online channels. The brand has built a strong following among female consumers seeking functional beverages and wellness products.

'This acquisition creates opportunities for category expansion and accelerates our growth in adjacent markets,' said a Celsius executive. 'Alani Nu's strong brand identity and product innovation complement our portfolio perfectly.'

The combined platform is projected to push annual sales to approximately $2 billion, reinforcing Celsius's position in the premium functional beverage market. The deal reflects growing consumer demand for health-conscious products that combine functionality with lifestyle appeal.

Industry analysts view the acquisition as Celsius's strategic response to increasing competition in the energy drink sector, allowing the company to diversify its revenue streams while maintaining growth momentum in a rapidly evolving market.