Celsius Holdings Inc., Boca Raton, Fla., announced its newest flavor, Celsius Negative Calorie Cola, which will be unveiled July 4 during the Subway Firecracker 250 at the Daytona International Speedway.

Celsius, the official energy drink partner for TriStar Motorsports, will serve as the primary sponsor for the No. 10 Toyota Camry during the race. The car will be sporting a Celsius Negative Calorie Cola paint scheme with Celsius brand ambassador and TriStar Motorsports driver Blake Koch behind the wheel.

“The Celsius team is excited to launch the new Negative Calorie Cola because it is giving consumers the cola flavor they love without the negative health effects," said Gerry David, chief executive officer of Celsius Holdings, in a statement. “We are proud to launch the product in coordination with our TriStar Motorsports and Blake Koch partnerships because of Blake's dedication to health and fitness. By debuting the Celsius Negative Calorie Cola car this Friday, Celsius has the opportunity to reach out to Blake and NASCAR fans alike to show them that the Celsius Negative Calorie Cola is a healthy alternative to soft drinks that tastes great and also burns 100 calories per serving.”

The new Celsius Negative Calorie Cola flavor has no sugar, high-fructose corn syrup, preservatives, artificial colors or flavors, and no aspartame and also is low in sodium. The formula is clinically proven to provide healthy energy,   help burn 100 calories or more per serving, boost metabolism, reduce body fat, and increase endurance, according to the company. The first clinical study was conducted in 2005, and six additional studies, including five from the University of Oklahoma, were conducted through 2010. The studies validated the unique benefits Celsius provides to the consumer, the company says.

The Cola-flavored negative calorie beverage is available in Winn Dixie, Vitamin Shoppe, Ralph's, Meijer, and convenience retailers around the country as well as at www.amazon.com with a suggested retail price of $19 for a 12-pack.

For more information about Celsius negative-calorie energy drinks, visit www.celsius.com.