Celsius Holdings, PepsiCo announce distribution agreement
PepsiCo also makes investment in Celsius to support growth agenda
PepsiCo Inc., Purchase, N.Y., and Celsius Holdings Inc., Boca Raton, Fla., maker of a global fitness energy drink CELSIUS, announced a definitive agreement forging a long-term strategic distribution arrangement. The distribution agreement initially transitions Celsius’ current U.S. distribution to PepsiCo’s best-in-class capabilities, the companies note. As part of the transaction, PepsiCo also will make an investment in Celsius in support of its growth agenda and will nominate a director to serve on Celsius’ Board of Directors.
The long-term U.S. distribution agreement is effective Aug. 1, and, subject to certain exceptions, includes retail and foodservice channels. PepsiCo also will become the preferred distribution partner globally for Celsius.