- Celsius Holdings, Inc. is acquiring Alani Nu for $1.8 billion.
Alani Nu, a Louisville-based energy drink company under the Congo Brands umbrella, has been acquired by rival Celsius in a deal worth more than $1 billion.
Celsius Holdings, Inc. announced Thursday they will purchase the company for $1.8 billion to create “a leading better-for-you, functional lifestyle platform” focused on zero-sugar alternatives.
Founded in 2018, Alani Nu is a female-focused brand with products accessible to a growing Gen Z and millennial consumer base. The agreement between the two companies will allow Celsius to “reach more people, in more places, more often,” officials said in a statement.
“When we founded Alani Nu in 2018, our goal was simple: to create products that made women feel their absolute best — inside and out. Watching this brand grow into a movement of strong, confident women has been the honor of a lifetime,” said Katy Schneider, co-founder of Alani Nu. “As Alani Nu enters this next chapter with Celsius, I have full confidence that they are the best partner to enhance Alani Nu’s growth and success while staying true to what makes it so special.”
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“Celsius is at a defining moment in the better-for-you, functional lifestyle products movement, and we are thrilled to welcome Alani Nu to the Celsius family,” Chairman and CEO of Celsius John Fieldly said. “Together, we expect to broaden the availability of Alani Nu’s functional products to help more people achieve their wellness goals with great-tasting, functional product options at more moments throughout their lives.”
When the deal closes, Alani Nu will operate within Celsius and members of the Congo Brands leadership team will continue as advisors for the company, company officials said.
