Celsius Holdings, Inc. · NASDAQ:CELH
Celsius — Investor Presentation (October 2018)
41 slides from Celsius's investor presentation, Oct 1, 2018
Slide 1: Celsius Holdings Investor Presentation October 2018
NASDAQ.CELH PROVEN PROPRIETARY DISRUPTIVE CELSIUS HOLDINGS, INC. OCTOBER 2018 INVESTOR PRESENTATION Ya > CELSIUS.
Slide 2: Safe Harbor Statement
SAFE HARBOR STATEMENT Fad id CELSIUS.
Slide 3: Company overview and 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 innovative in its category, and off
Slide 4: yy re
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Slide 5: Proven functional energy, no sugar or artificial ingredients
SUGAR HIGH FRUCTOSE CORI ARTIFICIAL COLORS / FI ASPARTAME PRESERVATIVES PROVEN FUNCTIONAL ENERGY THERMOGENIC ACCELERATES METABOLISM BURNS BODY FAT BURNS CALORIES PROVIDES HEALTHY ENERGY PROPRIETARY METAPLUS® BLEND ©) fF ta i kas soon NESE
Slide 6: MetaPlus formula
RK? letaPlus" formula, ith EGCG, ginger on ‘that boosts your body’s metabolic rate." CELSIUS. Drinking CELSIUS" prior to fitness activities is proven to energize, } accelerate metabolism, burn body fat wy and calories. ** es oan
Slide 7: Clinical studies: proven
CELSIUS. CLINICAL STUDIES: PROVEN PUBLISHED IN JOURNAL OF INTERNATIONAL, SOCIETY OF SPORTS NUTRITION PUBLISHED IN JOURNAL OF INTERNATIONAL. PUBLISHED IN JOURNAL OF INTERNATIONAL. SOCIETY OF SPORTS NUTRITION PUBLISHED IN JOURNAL OF INTERNATIONAL. SOCIETY OF SPORTS NUTRITION PUBLISHED IN JOURNAL OF IN
Slide 8: Award winner
BEST 23 TIME AWARD WINNER FUNCTIONAL DRINK ‘CELSIUS HEAT WINS “BEST PACKAGING DESIGN” INNOBEV, GLOBAL INNOVATION OF THE YEAR ‘AWARD WINNER
Slide 9: Products
PRODUCTS POSITION ~, — PROMOTION fae ggea¢
Slide 10: Consumers are ready for Energy 2.0
== —_— Consumers are ready for Va CELSIUS PIONEERS ia 5 ENERGY 2.0 NEW GROUND {natural & healthy} PIONEERING = asus cunicaury CELSIUS ysses ar teavingarficl or POSITION: _ OH | =e FITNESS DRINK sac HEALTHY ENERGY Sugary Energy EBB ceisiusisa Exit is NOW... |e ga | Proven Fitness Drink CELSIUS is her
Slide 11: CELSIUS HEAT
CELSIUS HEAT POSITION TRAINER'S GRADE CELSIUS HEAT is a Carbonated, Proven To Perform, Thermogenic with METAPLUS. HEAT provides 100mg more caffeine than the original line, + 2,000mg L-Citruline. fe fe fe ELSIUS. LSIUS CELSIUS IEAT HEAT HEAT FLOGRRIDA Mutti-Platinum recording artist FLO RIDA is the b
Slide 12: Business strategy: expand and repeat
EXPAND REPEAT a INTRO LAUNCH BUSINESS | io .; | ewttens | AUaAtie, | Rails _» & SEED cELsiUs STRATEGY | ‘Auncties | & SEED. MARKETING CELSIUS ORIGINALS CELSIUS NATURALS. Cialrclaelcltclcte © g ce es a a)S20 Se NEW ITEMS) INTERNATIONAL BCAA’ - POST WORKOUT/ NORDIC REGION ONLY
Slide 13: Top seller on Amazon
8} <7 TOPSELLER ON AMAZON “AMAZON'S CHOICE” WHEN SEARCHING HEALTHY ENERGY (ORGANIC) amazon CELSIUS was ahead of the curve with its rela- tionship with Amazon Our brand is on PRIME + Subscribe & Save.
Slide 14: Celsius brand performance vs. category
CELSIUS BRAND Oger CELSIUSSIGNIFICANTLY PERFORMANCE eel VS. CATEGORY pranpcetsius +41.5% CELSIUS. ‘OUTPACING CATEGORY GROWTH 12.5 RANKED TH 16 TOP LATEST 52 WEEKS ENDING 7.15.2018; SHELF STABLE BRAND FUNCTIONAL BEVERAGES; TPL; SPINSSCAN CONVENTIONAL WITH ONLY 9.8 ACV POINTS MARKETS TOTAL US - CONVEN
Slide 15: Distribution channels
DISTRIBUTION CHANNELS sisi" Publix ij i | bw| ellie a 22 vs | @ svn“ ssnevs BOOTCAMP MARIANOS VITAMIN SPECIALTY AND DRUG amazon Yat Walmart. \» =] CELSIUS. sorcerer
Slide 16: Route to market
ROUTE TO MARKET SAMPLING OF KEY DISTRIBUTORS AND WHOLESALERS. <= EAGLE uffi ® eDNUPA POLAR raeauaness r}) AX Core-Mark McLANE. muscLe rooos John Lenore & Co usA= Eby-Brown 4 KeHE —er
Slide 17: Placement strategy by channel
WE EE! PLACEMENT: ENERGY, Ett FUNCTIONAL BEE; Ai aa8 EACH CHANNEL HAS A DEFINED = — PLACEMENT STRATEGY. amianaimitarit THOMM MM °, Cceiswus
Slide 18: Promotion
PROMOTION THE MAKING OF AN ICON ously.
Slide 19: Increasing brand awareness
INCREASING BRAND AWARENESS PARTCIPATED AS A PRESENTING SPONSOR OVER 250,000 “TOUGH MUDDER LEGIONEERS” PARTICIPATING + SPECTATORS. 100 EVENTS IN 33 US CITIES MULTIPLE CITIES ACROSS THE US SAMPLING TO THE CORE CONSUMERS DURING A CRITICAL USAGE OPPORTUNITY
Slide 20: Meet your new training partner
MEET YOUR NEW TRAINING ===> CELSIUS. PARTNER ceLsius CONSUMER } aga ADS — oe FITNESS , ; Accel nates weranusw TARGETS ~_. f gaece ON TREND FOR HONING IN ON TARGET DEMO. FITNESS LIFESTYLERS WITH KEY BRAND MESSAGING.
Slide 21: Global expansion
GLOBAL TY of Oe EXPANSION | CELSIUS” CELSIUS. Mit > i & [= —- CELSIUS,
Slide 22: Europe distribution partners
EUROPE DISTRIBUTION PARTNERS PARTNERS WITH DEFINED TERRITORIES WHICH CURRENTLY PROVIDE MARKETING AND SALES SUPPORT WITHIN THEIR TERRITORY. ESTABLISHED: SWEDEN - TOP-SELLING FITNESS DRINK IN SWEDEN FINLAND EXPANSION LAUNCHED IN 02 2016 ADDS INCREMENTAL GROWTH NORWAY LAUNCH ANNOUNCED FEBRUARY OF 2018
Slide 23: Asia distribution partners
ASIA DISTRIBUTION PARTNERS cetsius” Ce PARTNERS WITH DEFINED TERRITORIES WHICH CURRENTLY PROVIDE MARKETING AND SALES SUPPORT WITHIN THEIR TERRITORY. ESTABLISHED: HONG KONG LAUNCHED THROUGH AS, WATSON WATER DISTRIBUTORS IN a3 2017, CHINA MARKET LAUNCHED WITH NATIONWIDE DISTRIBUTION THROUGH PARTNERSHI
Slide 24: China geographical access
GEOGRAPHICAL ACCESS Yad w CELSIUS. 18 PROVINCES 80+ciTIES CELSIUS® ALREADY AVAILABLE IN 45 CITIES China
Slide 25: China market and channel access
MARKET & CHANNEL ACCESS —3g QIFENG MANAGES E-COMMERCE DIRECTLY. ITS NETWORK OF SUB-DISTRIBUTORS OFFERS ACCESS TO POINTS OF SALES. CELSIUS® AVAILABLE IN POINTS OF DISTRIBUTION THROUGH 147 SUB-DISTRIBUORS NATIONAL REGIONAL LOCAL
Slide 26: Connecting with consumers
CONNECTING CONSUMERS q WORKOUT AND YOGA APPS TOGETHER WITH KEY ACCOUNTS HAVE CELSIUS. CONNECTED WITH CHINESE CONSUMERS NATIONALLY.
Slide 27: Connecting with consumers (China)
CONNECTING WITH CONSUMERS (CHINA) LOCAL RETAILERS OFFER DISTRIBUTION ACROSS 45 CITIES WHILE E-COMMERCE ADDRESSES AVAILABILITY GAP
Slide 28: Strategy: objectives and growth roadmap
STRATEGY 1. OBJECTIVES AND “eS GROWTH ROADMAP IMPROVE MARGINS DATAANALYTICS OPERATIONAL FOCUS BRAND TRANSFORM FOR SCALE BUILDING BUILD BRAND EQUITY INCREASE PORTFOLIO BREATH CHANNEL EXPANSION ACV GAINS:
Slide 29: Celsius Financials
CELSIU FINANCIALSE_@
Slide 30: Key takeaways
KEY TAKE AWAYS ™ RESOUNDING CONSUMER DEMAND - TREND FORWARD ™ RAPIDLY GROWING REVENUES AND GROSS PROFITS ™ EXPANDED PRODUCT OFFERING ™ INNOVATIVE PORTFOLIO CAPITALIZING ON HEALTH & WELLNESS TRENDS ™ TRANSFORMING OPERATIONS FOR SCALE ™ DISCIPLINED DATA DRIVEN TEAM
Slide 31: Income statement summary
INCOME STATEMENT SUMMARY CELSIUS. ed Gross Profit Revenue C18 ELLA Mot u 2 1 : ‘ : “ahh ° Q2 3 Q4 QI Q2 43 Q4 QI a2 3 a4 QI AZ "15 ‘15 ‘15 "16 ‘16 ‘16 '16 "17 ‘17 '17 ‘17 '18 ‘18 Six months ended June 30, 2018 46847 $48 $40 2.9 52.8% $2655.4 $20 1.8 ‘iaalliill| 1 G2 3 QF a1 Q2 G3 a4 aI a2 G3 a4 aI @
Slide 32: Strong financial results
rd STRONG FINANCIAL RESULTS UCELsius 25,000,000 40,000,000 +32% 36,000,000 20,000,000 30,000,000 _ +72% ASEM 5.000.000 Net Sales (Qa YTD June - __FYI7 znaeotte 2018 10,000,000 CERAM 15,000,000 fo By Channel (change vs PY) -30% 10,000,000 5.000.000 4 49995 5,000,000 ; ° International Domestic _ Total
Slide 33: Strong financial results: balance sheet
STRONG FINANCIAL RESULTS ‘Geetsws 30,000,000 8,000,000 5,000,000 7,000,000 6,000,000 000,000 ; Current 20,000.00 Liabilities Assets : 5,000,000 s 15,000,000 0218 a2 ‘18 Current $7.7 enna Total $2am 10,000,000 3,000,000 5,000,000 000.000 ° 4,000,000 PS SC SF & ESF SF ° FS s ‘Accounts Accrued Long Ter
Slide 34: Realize productivity, margin, innovation
REALIZE PRODUCTIVITY MARGIN INNOVATION PORTFOLIO MIX TRADE OPTIMIZATION
Slide 35: Key investors
KEY INVESTORS r~ Ld CELSIUS.
Slide 36: Management
“Eceisus MANAGEMENT PEOPLE = DIFFERENCE MAKERS © VANESSA WALKER - EXECUTIVE VP OF MARKETING & INNOVATION JON MCKILLOP- SENIOR VICE PRESIDENT OF SALES - NORTH AMERICA @ Do
Slide 37: Board of directors
OF DIRECTORS 2 bxccotive mavacement exeenrise William H. Milmoe Kevin Harrington John Fieldly CO-CHAIRMAN. DIRECTOR DIRECTOR Finance and accounting New product development © Celsius CEO and prior CFO President COS international Holdings TV show “Shark Tonk’ alum © Career includes roles with: Orageni
Slide 38: Company contacts
/»> CELSIUS. LIVE FIT CELSIUS HOLDINGS, INC. COMPANY CONTACTS John Fieldly, CEO Celsius Holdings, Inc 561.276.2239 jfieldly@celsius.com Edwin Negron, CFO Celsius Holdings, Inc 561.900.2351 3) enegron@eelsus.com INVESTOR RELATIONS @® cameron Donahue, Partner 651.653.1854 4 cameron@haydenir.com VISIT
Slide 39: Income statement
INCOME STATEMENT GK cetsius Total operating expenses Celsius Holdings, Inc. and Subsidiaries Consolidated Statements of Operations Income (Lost) fom penton ao. SMe) Sa SE, T=, 14.6500
Slide 40: Balance sheet
BALANCE SHEET LSIUS.
Slide 41: Reconciliation of non-GAAP adjusted EBITDA
RECONCILIATION OF NON - GAAP ADJUSTED EBITI CELSIUS.
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