Celsius Holdings Inc., Boca Raton, Fla., makers of the global fitness drink CELSIUS, announced that it is adding two new flavors, Apple Jack'd and Orangesicle, to its trainer-grade CELSIUS HEAT line. This brings the CELSIUS HEAT product line to seven flavors. The thermogenic pre-workout drink packaged in 16-ounce cans is carbonated and packed with 2,000mg of L-citrulline and 300mg of caffeine.
Like the flagship brand CELSIUS, CELSIUS HEAT also is a dietary supplement that contains the proprietary thermogenic MetaPlus formula, proven to accelerate metabolism, boost energy and burn body fat when combined with exercise, it says.
Since its initial launch in the fitness channel in March 2017, CELSIUS HEAT has far surpassed the company's sales goals and became a hit with the more serious fitness consumers, trainers, athletes and military personnel, who are interested in consuming products to take their training to the next level, it says. In short order, the functional pre-workout drink has achieved widespread, multi-channel distribution in leading gyms, vitamin/specialty stores, convenience stores, eCommerce websites and military exchange retailers.
In a statement, John Fieldly, Celsius Holdings' interim chief executive officer and chief finance officer, said: "2017 was an unprecedented year of growth for our business thanks in part to an incredible launch of our CELSIUS HEAT line. CELSIUS HEAT generated more than $2 million in retail sales in just nine months, which is astounding considering that few new products come close to that in years one to three. With our unwavering commitment to quality and continuous innovation, there's no end in sight for CELSIUS HEAT's stellar performance. These new flavors represent the continued product innovation that meets the needs of consumers, driving momentum at the trade level and taking our business to new heights.
"This March, Apple Jack'd and Orangesicle CELSIUS HEAT flavors will debut at the 2018 Arnold Sports Festival before CELSIUS HEAT's primary demographic of athletic trainers, body builders, endurance athletes and gym goers,” he continued. “The ‘Arnold’ is the world's largest multi-sport fitness weekend, co-promoted by legendary bodybuilder and film star Arnold Schwarzenegger. About 200,000 sports fans are expected to attend the event to watch more than 20,000 elite athletes compete in 75-plus activities. CELSIUS HEAT will have a strong presence there, sampling and highlighting its new flavors."
The Arnold debut builds on Celsius Holdings’ strategy of introducing Strawberry Dragonfruit and Tangerine Grapefruit CELSIUS HEAT flavors last September at the Mr. Olympia Fitness & Performance Expo, an annual international bodybuilding competition that is presented by the International Federation of BodyBuilding & Fitness, the company says.
Platinum recording artist and workout enthusiast Flo Rida was the initial face of CELSIUS HEAT's Proven ad campaign at the event. Flo Rida also is chief ambassador of the HEAT Elite, a select group of high-performance individuals who excel at athletic performance and represent CELIUS HEAT through their commitment to healthy, energized workouts that take them to a new level of fitness, it adds.
"At this point last year, CELSIUS HEAT wasn't even on the market. There is so much demand at both the trade and consumer levels that the excitement and success has supported the creation of two additional SKUs and now two more since the initial three launched second quarter last year. It's remarkable to have seven flavors placed in trade locations in less than one year given this is such a competitive category," said Vanessa Walker, executive vice president of sales and marketing at Celsius Holdings, in a statement. "Our success is based on higher quality innovation involving a clinically proven formula, an extensive multi-channel distribution system and simply making the best possible tasting fitness drink on the market today."
The company's innovation and excellence have been recognized with more than 20 international awards. Most notably, CELSIUS HEAT seized Beverage Industry's "Innovations of the Year for 2017" award in the energy drink category. It was recognized as a beverage that is driving innovation based on its unique characteristics and ability to fill a need within the beverage market.