Celsius Launches 2 New Flavors of On-The-Go Powdered Sticks

BOCA RATON, Fla. — Celsius Holdings, Inc. (the “Company” or “Celsius”) (Nasdaq: CELH), maker of the proven, leading global fitness drink, CELSIUS, today announced the Company has introduced two new flavors to the brand’s sku lineup, both packaged in convenient on-the-go powdered sticks. The two new flavors, combined with the clinically proven, functional CELSIUS formula, bolster the brand’s current stick pack offering. CELSIUS brings a differentiated powdered stick product offering to the fitness drink category, one capable of accelerating metabolism, burning calories and fat, and providing healthy energy, especially when combined with moderate activity.

CELSIUS brand’s introduction of new flavors in their increasingly popular powdered stick packets has been long awaited by loyal consumers. These new powdered sticks add Coconut and Cranberry Lemon flavors to the existing two powdered skus, Orange and Berry. They will be available on e-commerce retailer sites and traditional retail partner websites, as well as on traditional grocery store shelves in the HBC or pharmacy departments. The Company has introduced merchandising elements including racks to make convenient countertop merchandising available for fitness clubs and other retailers gaining additional points of availability.

“Consumer demand for our products has never been stronger and our delicious on-the-go powdered stick line loved by Celsius fans allows consumers to enjoy CELSIUS anywhere. In response to consumer demand, we now offer two additional delicious flavors, Coconut and Cranberry Lemon. We are driving to meet the demands of our consumers and aim to deliver top line revenue, finding incremental packaging that takes the brand to additional segments of trade expands our availability and offerings,” cites John Fieldly, CEO of Celsius Holdings, Inc. “Any time we can use our existing resources and sales staff to increase potential revenue streams, we become more efficient as an organization. This launch is proof of the exponential growth and acceptance of a brand that offers a proven, functional drink and provides flavorful, healthy energy.”

These two new products add to the now twenty-five combined CELSIUS and CELSIUS HEAT skus selling today in specific market segments. CELSIUS’ on-the-go powdered sticks have the same clinically proven formula as their ready-to-drink can counterparts. “The on-the-go powdered sticks allow consumers to take CELSIUS® brand’s proven benefits wherever they go, in a re-sealable bottle or container of their choice, creating a portability for the brand, not available once a can is opened,” touted Vanessa Walker, EVP Marketing and Innovation. “The latest two flavors in the line were chosen strategically – Coconut has transcended the coconut water category, as a trendy favorite with millennials and health conscious consumers, while Cranberry Lemon is a longstanding best-selling flavor amongst makers of on-the-go powders.”

Celsius’ latest efforts confirm how convenient healthy energy is becoming. Powders will be shelved to create and define a healthier set of on-the-go, functional healthy energy. This will attract consumers who are on-the-go and also focused on consuming a beverage that has no sugar, no additives or preservatives and is proven to function. Celsius is targeting those consumers who want to live fit, healthy lifestyles while drinking a delicious drink that delivers benefits.

CELSIUS is a fitness drink which is proven to function and provide healthy energy. The proprietary, thermogenic MetaPlus formula, accelerates metabolism and burns body fat and calories, when combined with exercise. CELSIUS contains no sugar, no high-fructose corn syrup, no aspartame, no preservatives, no artificial flavors or colors, no gluten, is vegan and very low in sodium. CELSIUS is sold nationwide at retailers across all channels, including grocery, convenience, fitness clubs, military and e-commerce websites.

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 eight delicious sparkling and non-carbonated flavors in sleek 12oz cans and is also available in single-serve powder packets. The CELSIUS Natural Line is available in six refreshing flavors: three sparkling and three non-carbonated. This line is naturally caffeinated and naturally sweetened.

Celsius’ 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 as compared to the Original Line, which is sold in a smaller can package and appeals to the masses as an active lifestyle brand.

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 is available on Amazon.com.

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 the brand websites: www.celsius.com, www.celsiusheat.com, and investor site www.celsiusholdingsinc.com.

Forward-Looking Statements

This press release may contain statements that are not historical facts and are considered forward-looking within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements contain projections of Celsius Holdings’ future results of operations and/or financial position, or state other forward-looking information. In some cases, you can identify these statements by forward-looking words such as “anticipate,” “believe,” “could,” “estimate,” “expect,” “intend,” “may,” “should,” “will,” “would,” or similar words. You should not rely on forward-looking statements since Celsius Holdings’ actual results may differ materially from those indicated by forward-looking statements as a result of a number of important factors. These factors include, but are not limited to: general economic and business conditions; our business strategy for expanding our presence in our industry; anticipated trends in our financial condition and results of operation; the impact of competition and technology change; existing and future regulations affecting our business; and other risks and uncertainties discussed in the reports Celsius Holdings has filed previously with the Securities and Exchange Commission. Celsius Holdings does not intend to and undertakes no duty to update the information contained in this press release.