Celsius Holdings, Inc. · NASDAQ:CELH
Celsius — Investor Presentation (September 2020)
36 slides from Celsius's investor presentation, Sep 1, 2020
Slide 1: Investor Presentation
« INVESTOR cerswus PRESENTATION
Slide 2: Safe Harbor Statement
SAFE HARBOR STATEMENT This presentation may contain statements that are not historical facts and are considered forward looking within the meaning of the Private Securities Litigation Reform Act of 1995. These statements are based on our man- agement's current beliefs, expectations and assumptions a
Slide 3: Mission
ad CELSIUS. LIVE FIT MISSION Celsius Holdings, Inc. (Nasdaq: CELH}, founded in April, 2004, is a global company, with a proprietary, clinically proven formula for flagship brand CELSIUS? Our mission - to become the global leader of a branded portfolio which is proprietary, clinically proven or innov
Slide 4: The Fastest Growing Category in Food & Beverage
a8 d=4h thse Fastest Growing Category in Food & Beverage” ENERGY BEVERAGE LANDSCAPE [U.S.) ENERGY DRINK MARKET - GLOBAL DOLLAR VOLUME CHANGE (MM) USDbn $1,000 $800 84.8 79: $600 cop tat 604 647 - 49g 528 © 965 : $400 45.9 “ $- Lee! rd 2016 2017 2018 + 2019 2020 2021 + 2022 © 2028 «2024 «= 2025 $200
Slide 5: Functional Energy
Slide 6: Energy drinks are heading into the future riding a healthy buzz
()\| OF ENERGY (UN DRINKS ENERGY DRINKS ARE HEADING INTO THE FUTURE RIDING A HEALTHY BUZZ. Energy drink sales will between 2016-2025 for a total of USD with Healthy Functional Energy Drinks over indexing in growth Consumers demanding products with less sugar, and functional benefits. Strong traction
Slide 7: Investment Considerations: Key Investment Highlights
INVESTMENT CONSIDERATIONS KEY INVESTMENT HIGHLIGHTS DISRUPTIVE, 2 CAPITALIZING ON i} PROVEN, & HEALTH & WELLNESS PROPRIETARY THROUGH INNOVATIVE & FUNCTIONAL EXPANDING PORTFOLIO BEVERAGE Celsius - backed by multiple clinical / university studies - is the only functional drink that burns calories, red
Slide 8: Celsius is Gaining Attention from Industry Leaders
CELSIUS IS GAINING ATTENTION FROM INDUSTRY LEADERS We think niche brands like CELSIUS are also getting in CELSIUS continues to prioritize building out its DSD and continues to see on the action as they work to cultivate a following significant opportunities for expansion in the C-store channel (wher
Slide 9: Celsius Financial Positioning
CELSIUS FINANCIAL POSITIONING $80 $70 $60 $50 $40 $30 $20 $10 $7.0 $9.7 FY2015 FY2016 FY2017 FY2018 FY2019 6 MONTHS YTD 2020 BBE revenue [J cross prorir [i] % MARGIN: (1) acv represents the total annual sales volume of retailers that can be aggregated from individual store-level up to larger geograp
Slide 10: Celsius is better positioned and set to outpace category growth
3h CELSIUS is better itioned and set to consumer CELSIUS BRAND C0” % PERFORMANCE CATEGORY G +465 GROWTH CELSIUS. OUTPACING GROWTH 11.6X COMMENTARY The Company is outpacing the category growth in the convenience channel by a measure of 11.6x Per the latest SPIN 52-week ending July 12, 2020 convenienc
Slide 11: Route to Market
Route to Market — Strong CONVENTIONAL GROCERY e ee ee y 1 Publix nN | iiss | planet) é } fitness: _ be, KS @=a= LA|FITNESS % FOOD LION Penetration ean (Mm) || <td Xsport ~canyzw Across Major ae a SAFEWAY oe BAR Distribution ( = EIN: SHAPE Channels to <65k Tedeschi MARIANO Meche tage BOOTCAMP StopeSh
Slide 12: Placement: Each channel has a defined placement strategy
CPLACEMENT: EACH CHANNEL HAS A DEFINED PLACEMENT STRATEGY CELSIUS IS SOLD AMBIENT AND COLD ACROSS CHANNELS IN GROCERY OR PHARMACY IN MULTIPACKS, IN FITNESS / EMERGING CHANNELS, COLD.
Slide 13: Route to Market - Distribution / Wholesale Network Foundation
ROUTE TO MARKET - DISTRIBUTION / WHOLESALE NETWORK FOUNDATION DSD - Benefits * Improved Store Execution * Increased SKU Placements * Improved Velocity Rates * Increased Distribution * Cost Savings Seenicts py. BR don Lenore & Co. ASE ENE DSTRBIR WR ZZ LAT ALM Aw Z ! McLANE. MUSCLE FoopS usAa=|} Eby-
Slide 14: Marketing mix: Product, Price, Place and Promotion
Cc’ PRODUCTS *POSITION cos »PLACEMENT ° PROMOTION \ arketing mix ( Product, Price, Place and Pro tion hub’s ¢ Bunt Tape marketer and a
Slide 15: Slide 15
Slide 16: Real Meaningful Emotional & Functional Connections
REAL MEANINGFUL EMOTIONAL & FUNCTIONAL CONNECTIONS CAMPUS PROTEIN Connecting with health conscious CELSIUS. consumers. Where they live, work and play, forging meaningful and = es emotional online and offline bonds m, with consumers.
Slide 17: Innovative Portfolio
a, a Ye) ; Ve Onn a PROTEIN Px. ROX } 2 ois JADE =: US f im °! 0/ PROTEIN “Ee ROK" OSS eee | | . m 200788 1e/ PROTEIN IZ ‘S INNOVATIVE PORTFOLIO (2st net ee eens
Slide 18: Celsius Fitness Drink
CELSIUS FITNESS DRINK GRAPEFRUIT MELON RASPBERRYACAl —--PEACH MANGO. SPARKLING SPARKLING SPA\ 6 SPARKLING. SPARKLING SPARKLING SPARKLING N TEA en ae COLA ‘WILD BERRY ORANGE KIWIGUAVA, WATERMELON, ‘GRAPE RUSH FUJI APPLE PEAR CELSIUS. CELSIUS. GROWTH MULO CHANNEL’ SHELF STABLE FUNCTIONAL US - MULO Cel
Slide 19: Proven: Accelerates Metabolism
PROVEN : ACCELERATES HETABOLISR FUNCTIONAL © tursscacones ENERGY = PROPRIETARY METAPLUS® BLEND BRAND ADDING CATEGORY VALUE ATTRACTING MILLENNIAL AND HEALTH CONSCIOUS CONSUMERS GP SUGAR Wj HIGH FRUCTOSE CORN SYRUP ARTIFICIAL COLORS / FLAVORS J} ASPARTAME SD PRESERVATIVES
Slide 20: How does it work?
['WORK? = CELSIUS” proprietary MetaPlus® formula, p including green tea with EGCG, ginger and guarana seed, turns on thermogenesis, a CE LSIUS. process that boosts your body's metabolic rate.” ! Drinking CELSIUS® prior to fitness activities ay is proven to energize, accelerate metabolism, . 3 burn b
Slide 21: Trends: Pioneering Position, The Big Picture
TRENDS PIONEERING POSITION: THE BIG PICTURE CELSIUS PIONEERS NEW GROUND Masses are OVERVIEW leaving artificial HES = Functional beverages have emerged orsugary ceELsIus. —— as the fastest-g wing category in the carbonated peered 2 now firmly drink and other CELSIUS IS A PROVEN FITNESS DRINK s on hea
Slide 22: Heat & BCAA
HEAT & BCAA CEENERGY’ "PERFORMANCE ENERGY” ENERGY” , Yad Ce} ¢ » Celsius Heat is a great-tasting carbonated pre-workout that contains 2,000mg of L-Citrulline and 300mg of caffeine. Celsius Heat PROVEN PERFORMANCE VEN PERFORMANC has been designed to deliver the 2s (01 B E; r additional boost you need
Slide 23: FAST Sports Nutrition
FAST Sports Nutrition “ FAST Ready To Drink Beverages aa EAiil; FAST Special Product Lines 136 or 7 Ten CuhehfEbconst YZAST- es apomnives 50" FAST Sports Nutrition focuses on sports nutrition development, manufacture, and marketing. FAST has been a market leader since 2001. The FAST Sports Nutrition
Slide 24: European Distribution and Growing Expansion
aus C EUROPEAN DISTRIBUTION G ROWI N G F A ! Fs \ Focused dedicated team in Nordics providing a > s 4 : 1 playbook for further European expansion eC) ie) BAL anim ) C Celsius is a top-selling fitness drink in Sweden. . - ss Finland expansion launched in 2016 accelerates growth EXPANSION Norway launc
Slide 25: Growth | Short-Term Strategy
GROWTH | SHORT-TERM STRATEGY | !NNOVATION PIPELINE — BUILD THE CORE Build upon the current product lines with new flavor launches. EXPANSION Expansion of products into adjacent categories. DISRUPT THE MARKET _ !ntroduce new products to the marketplace. Build Brand Equity - Increase Portfolio Breath
Slide 26: Strategic Road Map
STRATEGIC ROAD MAP Engage and inspire consumers to live an active healthy lifestyle and to partner with our brands for all facets of life! Build brands consumers love in emerging on-trend categories to drive growth and shareholder value. LIVE FIT ~~ Ri» CELSIUS INCREASE SHAREHOLDER VALUE
Slide 27: Celsius Financials
CELSIU FINANCIA CELSIUS. > CELSIUS. CELSIUS. HEAT. r OMe fr) <_ CELSIUS. LIVE FIT
Slide 28: Celsius Financial Performance
LIVE FIT Celsius Financial Performance C CELSIUS. Despite some seasonality & International orders, business reflects an overall continued growth Financial Profile YoY Growth Trends in Revenue By Quarter (Unaudited) $30.0 $80 $75 $70 $25.0 $60 si am iis $20.0 a $50 2 2 sag) 0 $36 5 540 $15.0 = 530 $2
Slide 29: Celsius Financial Performance (cont'd)
Celsius Financial Performance (cont’d) “ CELSIUS /»> : Strong gross margin profile and highly scalable business model Growth Margin Profile Gross Profit “Normalization” by Year 6M 2020 saw GM% benefit of Nordic Acquisition Gross profit profile allows for meaningful operations margins at scale 60.0%
Slide 30: 6M Ended 2020 Financial Snapshot
. . Crm~ 6M Ended 2020 Financial Snapshot Y CELSIUS. LIVE FIT Revenue $58.2m, up 90% - North America Revenue $40.2m, up Gross Profit $26.0m, up 106% - Gross Margin , excluding Outbound Freight 52.0% Net Income $2.1m Non-GAAP Adjusted EBITDA $5.4m Cash $20.1m Total Inventory $23.5m Total Shares Outst
Slide 31: Key Investors
Key Investors ° \» CELSIUS LIVE FIT Sw SSG WE SNS Carl DeSantis Former Founder and Chairman of ReXall Sundown Inc. which he built into the world’s leading nutritional supplement supplier, sold for $1.8 billion in 2000 Li Ka-Shing Jorizons Ventures: investment arm of Mr. Li Ka-Shing. Asia’s wealthies
Slide 32: Executive Management
Executive Management JOHN FIELDLY — PRESIDENT & CEO Key soe cane + Over 20 years of broad financial and operational experience with extensive consumer goods background Management a * Held leadership roles at Lebhar-Friedman, a B28 Media Company that served the retail industry . + Began his career in
Slide 33: Board of Directors
Ccetsus BOARD OF DIRECTORS s28cA77H ou mousay cmanciat William H. Milmoe Kevin Harrington John Fieldly CO-CHAIRMAN DIRECTOR DIRECTOR Caroline Levy DIRECTOR © Finance and accounting @ New product development % Celsius CEO and prior CFO @ Consumer industry stock analyst President CDS International for
Slide 34: Key Take Aways
KEY TAKE AWAYS m RESOUNDING CONSUMER DEMAND - TREND FORWARD m RAPIDLY GROWING REVENUES AND GROSS PROFITS m EXPANDED PRODUCT OFFERING m@ INNOVATIVE PORTFOLIO CAPITALIZING ON HEALTH & WELLNESS TRENDS m™ TRANSFORMING OPERATIONS FOR SCALE m= DISCIPLINED DATA DRIVEN TEAM
Slide 35: Celsius Holdings, Inc.
re) CELSIUS HOLDINGS, INC. COMPANY CONTACTS INVESTOR RELATIONS (2) John Fieldly, CEO ® Cameron Donahue, Partner Celsius Holdings, Inc @ Hayden IR CELSIUS ee en s jfieldly@celsius.com bq cameron@havdenir.com LIVE FIT VISIT OUR NEW INVESTOR WEBSITE: @ Edwin Negron, CFO - CELSIUSHoldingsINC.COM @ Celsi
Slide 36: China Business Model - Cashflow Recap - Appendix
China Business Model - Cashflow Recap - APPENDIX “Ccetsius China Business Model Recap X-Rate 7.07 Cash Summary: Royalty Interest Principal USD Cumm Payments Payments Payments Total % 2020 340,156 371,781 1,162,617 1,874,553 10% 2021 750,566 351,966 1,743,926 2,846,458 24% 2022 1,440,453 288,641 2,32
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