Celsius Adds Two New Flavors to HEAT Line

BOCA RATON, Fla. — Celsius Holdings, Inc. (Nasdaq: CELH), makers of the leading global fitness drink, CELSIUS, today announced that it is adding two new flavors, Apple Jack’d and Orangesicle, to its award-winning, trainer-grade CELSIUS HEAT line. This brings the CELSIUS HEAT product line to seven flavors, nearing a complete shelf lineup of eight different facings at retail. The thermogenic pre-workout drink in 16-oz cans is carbonated and packed with 2,000mg of L-citrulline and 300mg of caffeine. Like flagship brand CELSIUS, CELSIUS HEAT is also a dietary supplement that contains the proprietary thermogenic MetaPlus formula, proven to accelerate metabolism, boost energy and burn body fat when combined with exercise.

Since its initial launch in the fitness channel in March 2017, CELSIUS HEAT has far surpassed the Company’s sales goals and became an instant hit with the more serious fitness consumers, trainers, athletes and military personnel, who are interested in consuming products to take their training to the next level. In short order, the delicious, functional pre-workout drink has achieved widespread, multi-channel distribution in leading gyms, vitamin/specialty stores, convenience stores, e-commerce websites and military exchange retailers. These include 24 Hour Fitness, Gold’s Gym, The Vitamin Shoppe, GNC, and bodybuilding.com, the world’s largest online fitness store.

According to John Fieldly, Celsius Holdings’s Interim CEO and CFO, “2017 was an unprecedented year of growth for our business thanks in part to an incredible launch of our CELSIUS HEAT line. CELSIUS HEAT generated more than $2M in retail sales in just nine months, which is astounding considering that few new products come close to that in years one – three. With our unwavering commitment to quality and continuous innovation, there’s no end in sight for CELSIUS HEAT’s stellar performance. These new flavors represent the continued product innovation that meets the needs of consumers, driving momentum at the trade level and taking our business to new heights.

“This March, Apple Jack’d and Orangesicle CELSIUS HEAT flavors will debut at the 2018 Arnold Sports Festival before CELSIUS HEAT’s primary demographic of athletic trainers, body builders, endurance athletes and gym goers. The ‘Arnold’ is the world’s largest multi-sport fitness weekend, co-promoted by legendary bodybuilder and film star Arnold Schwarzenegger. About 200,000 sports fans are expected to attend the event to watch more than 20,000 elite athletes compete in 75+ activities. CELSIUS HEAT will have a strong presence there, sampling and highlighting its new flavors.

“The Arnold debut builds on our successful strategy of introducing Strawberry Dragonfruit and Tangerine Grapefruit CELSIUS HEAT flavors last September at the Mr. Olympia Fitness & Performance Expo, an international bodybuilding competition that is held annually by the International Federation of BodyBuilding & Fitness. Platinum recording artist and workout enthusiast, Flo Rida, was the initial face of CELSIUS HEAT’s ‘Proven’ ad campaign at the event. Flo Rida is also Chief Ambassador of the HEAT Elite, a select group of high performance individuals who excel at athletic performance and represent CELIUS HEAT through their commitment to healthy, energized workouts that take them to a new level of fitness. With its ‘Proven’ ad campaign and HEAT Elite ambassadors, the Company is giving a powerful push behind the line.

“At this point last year, CELSIUS HEAT wasn’t even on the market. There is so much demand at both the trade and consumer levels that the excitement and success has supported the creation of two additional SKUs and now two more since the initial three launched second quarter last year. It’s remarkable to have seven flavors placed in trade locations in less than one year given this is such a competitive category,” said Vanessa Walker, Executive Vice President of Sales and Marketing at Celsius Holdings. “Our success is based on higher quality innovation involving a clinically proven formula, an extensive multi-channel distribution system, and simply making the best possible tasting fitness drink on the market today.”

The Company’s innovation and excellence have been recognized with more than 20 international awards. Most notably, CELSIUS HEAT seized Beverage Industry’s “Innovations of the Year for 2017” award in the energy drink category. It was recognized as a beverage that is driving innovation based on its unique characteristics and ability to fill a need within the beverage market. Celsius holdings, whose common stock is is traded on Nasdaq, was recently named to the 2018 Beverage Stock Watch List as one of the “Top Beverage Companies for 2018” by Institutional Analysts, Inc., an independent investment research firm that helps investors search for the “next big thing.”

About Celsius Holdings, Inc.

Celsius Holdings, Inc. (Nasdaq: CELH), founded in April, 2004, is a global company with a proprietary, clinically proven formula for its brand CELSIUS. Celsius Holdings, Inc. has a corporate mission to become the global leader of a branded portfolio consisting of proprietary, clinically proven, innovations which offer significant health benefits. CELSIUS’ Original Line comes in seven delicious sparkling and non-carbonated flavors in sleek 12oz cans and is also available in single-serve powdered packets. CELSIUS’ Natural Line is available in six refreshing flavors: three sparkling and three non-carbonated. This line is naturally caffeinated and naturally sweetened.

New to the portfolio, trainer-grade CELSIUS HEAT offers an additional 100mg of caffeine over CELSIUS, to total 300mg per can, and also contains 2,000mg of L-citrulline, a vasodilator. CELSIUS HEAT is sold in 16oz cans and is available in seven carbonated flavors: Inferno Punch, Cherry Lime, Blueberry Pomegranate, Strawberry Dragonfruit, Tangerine Grapefruit, Apple Jack’d and Orangesicle. CELSIUS HEAT is a thermogenic pre-workout drink and targets professional trainers, competitive athletes, the military and first responders. CELSIUS HEAT was developed for those seeking a trainer-grade version of CELSIUS versus the Original Line, which is sold in a smaller can package and appeals to the masses as an active lifestyle brand.

CELSIUS has zero sugar, no preservatives, no aspartame, no high fructose corn syrup, and is non-GMO, with no artificial flavors or colors. The CELSIUS line of products is Certified Kosher and Vegan. CELSIUS is also soy and gluten free, and contains very little sodium. CELSIUS is sold nationally at fitness clubs, 7-Eleven, Sprouts, The Fresh Market and key regional retailers such as HEB, Publix, Winn-Dixie, Harris Teeter, Shaw’s and many others.

CELSIUS’ functional claims are backed by six published university studies. The first study was conducted in 2005 and additional studies from the University of Oklahoma were conducted over the next five years. The studies were published in peer-reviewed journals and validate the unique benefits that CELSIUS provides. For more information, please visit www.celsiusholdingsinc.com.