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Celsius Holdings Inc. is making a bold power move, announcing on Thursday that it will acquire Alani Nutrition for $1.8 billion, strengthening its grip on the booming energy drink market and enhancing its appeal to women and younger consumers.

The deal, advised by Freshfields US LLP, marks a strategic push for Celsius as it aligns with Alani’s strong female-driven branding and Gen Z-focused appeal. Alani, widely recognized as Alani Nu, has cultivated a loyal following, particularly among millennials and Gen Z, through zero-sugar, functional energy drinks and wellness products.

Breakdown of the Multi-Billion Dollar Transaction

Celsius will pay $1.275 billion in cash, along with a $25 million earnout and $500 million in newly issued Celsius common shares. Factoring in tax benefits, the net purchase price lands at $1.65 billion, according to Celsius.

Alani Nutrition’s co-founders, Katy and Haydn Schneider, as well as Congo Brands founders Max Clemons and Trey Steiger, are set to exit following the deal. However, select members of Congo Brands’ leadership will stay on in an advisory capacity to ensure a smooth transition and sustained business momentum.

Industry Shakeup: A Perfect Match for a Booming Sector

The acquisition merges two high-growth brands, positioning them to capitalize on the surging demand for zero-sugar, functional energy drinks.

With consumers increasingly favoring healthier, performance-driven beverages, Celsius and Alani Nu stand at the forefront of the industry’s transformation. The partnership is expected to accelerate Alani’s expansion into more retail spaces, further solidifying its presence alongside Celsius as a dominant force in the energy drink sector.

Legal Teams Steering the Deal

• Celsius is advised by: Freshfields US LLP, led by partners Sanjay Murti and Ethan Klingsberg.
• Alani’s co-founders, Katy and Haydn Schneider, are advised by: Cooley LLP, with partners Bill Roegge, Jamie Leigh, Stephanie Gentile, and Jeremy Morrison leading the counsel.
• Greenberg Traurig LLP represents Alani Nutrition.

With this game-changing deal, Celsius is not just acquiring a brand—it’s securing a stronghold in the lucrative functional beverage market, ensuring it remains a top contender in the evolving energy drink landscape.