Celsius Holdings and PepsiCo have announced an agreement to strengthen their long-term collaboration in the energy drinks market.
As part of the agreement:
- Celsius Holdings’ Alani Nu® brand will become part of PepsiCo’s distribution system in the United States and Canada.
- PepsiCo acquired USD 585 million in newly issued 5% convertible preferred shares and extended the conversion period of its existing preferred shares.
- Celsius Holdings acquired the Rockstar Energy® brand in the U.S. and Canada from PepsiCo, while PepsiCo will remain the owner of Rockstar Energy in the rest of the world.
Under this structure, Celsius Holdings will become PepsiCo’s strategic energy leader in the U.S., managing the CELSIUS®, Alani Nu, and Rockstar Energy brands, while PepsiCo will handle the distribution of these brands in the U.S. and Canada.
