Celsius Holdings, Inc. · NASDAQ:CELH
Celsius — 2025 Consumer Analyst Group of New York Conference (CAGNY)
49 slides from Celsius's conference presentation, Feb 21, 2025
Slide 1: CAGNY Investor Presentation
PRESENTATION C E L S I U S H O L D I N G S , I N C . | C A G N Y I N V E S T O R P R E S E N TAT I O N In conjunction with moderate fitness activity, Celsius is clinically proven to accelerate metabolism and burn body fat
Slide 2: Non-GAAP Measures and Forward-Looking Statements
NON-GAAP MEASURES Forward-Looking Statements advantage; anticipated trends in our financial condition and Adjusted diluted earnings per share, provides useful information estimates are derived from publicly available information This investor presentation contains statements by Celsius results of op
Slide 3: John Fieldly
JOHN FIELDLY
Slide 4: Themes
THEMES CATEGORY LARGE AND COMPELLING STRONG CASH DISRUPTOR GROWING TAM GROWTH STRATEGY GENERATION PROFILE - - - - Portfolio of disruptive, Attractively positioned Effective strategy and Deploy through premium brands driving for expansion as an innovation to reach more disciplined capital the functio
Slide 5: The World's Most...Mission
THE WORLD’S MOST ON A MISSION TO INSPIRE PEOPLE TO LIVE FIT WITH THE ENERGY TO ACHIEVE THEIR GOALS 5
Slide 6: At a Glance
AT A GLANCE PREMIUM BRAND | FUNCTIONAL INGREDIENTS | ZERO SUGAR A CATEGORY GROWTH LEADER FY 2024 FINANCIAL HIGHLIGHTS • Celsius contributed 30.3%1 of all energy drink • Revenue: $1.36B category growth YoY in 2024 • Gross Margin: 50.2% • #3 energy drink brand in the U.S.1 with total • Net Income: $14
Slide 7: Beverage Brand Rankings
2024 TOTAL BRAND RANKS $ Retail Sales $ Retail Sales Chg. Rank Trademark Year Founded (Billions) YoY (Billions) 1 $14.22 $0.63 1886 BEVERAGE 2 $8.37 $0.41 1987 3 $7.68 ($0.01) 1965 BRAND 4 $6.33 ($0.02) 2002 5 $6.04 $0.04 1898 6 $5.44 $0.30 1885 CELSIUS IS GROWING ENERGY 7 $5.15 $0.02 1948 AND ENERG
Slide 8: Brand Acceleration
BRAND ACCELERATION DELIBERATE AND STRATEGIC ACTIONS TO ESTABLISH CATEGORY LEADERSHIP INITIATED DRILL DEEP MARKET STRATEGY ENERGY FORWARD VIBE LINE ACQUIRED BIG FOUNDED UPDATED CAN LAUNCHES BEVERAGE INTERNATIONAL MODERNIZED NEW LAUNCHED LAUNCH BRANDING WITH DISTRIBUTION HYDRATION WHITE CAN MODEL WITH
Slide 9: Backed by Science
BACKED BY SCIENCE PREMIUM BRAND I FUNCTIONAL INGREDIENTS I ZERO SUGAR GREEN TEA KEY ATTRIBUTES: EXTRACT • No Sugar • Essential Vitamins GUARANA SEED • No High Fructose Corn Syrup • Kosher EXTRACT • No Aspartame • Vegan • No Artificial Colors or Flavors • Gluten Free • Very Low Sodium • Soy Free GING
Slide 10: Over the Last 20 Years
OVER THE LAST 20 YEARS... MORE CONSUMERS ARE RAPIDLY SEEKING 20 years ago Male dominated Gender balanced Predominately young Age balanced Thrill seekers Lifestyle and functional focused Niche Mainstream 10
Slide 11: The Energy Drink Category Growth
THE ENERGY DRINK CATEGORY GROWTH SUGAR FREE HAS U.S. RETAIL ENERGY DRINK SALES OUTPACED SUGAR $11.1B $10.7B $11.2B $11.7B OVER THE PAST FIVE YEARS… $10.3B $9.8B $8.8B $8.6B $7.1B $5.6B 20.6% 23.1% 2.5% 5.8% 11.7% Sugar Sugar Sugar Sugar Sugar Sugar Sugar Sugar Sugar Sugar Free Free Free Free Free 20
Slide 12: Energy Drink Category: Celsius Retail Sales and Contribution
ENERGY DRINK CATEGORY CELSIUS RETAIL SALES ACROSS TRACKED CHANNELS1 CELSIUS CONTRIBUTION TO CATEGORY GROWTH BY YEAR2 (MULO+ W/C | BILLIONS) (MULO+ W/C) 100.0% $2.70 90.0% $2.21 80.0% 70.0% 60.0% 50.0% 40.0% $1.01 30.0% 32.2% 30.3% 20.0% 24.8% $0.41 $0.14 10.0% 9.9% 4.3% 0.0% 2020 2021 2022 2023 2024
Slide 13: Strong Competitive Advantages
STRONG COMPETITIVE ADVANTAGES 1 Function, backed by science 2 A category leader in the growing health, wellness & fitness segment1 3 Strong brand affinity 4 Differentiated sales & marketing approach creates significant demand 5 Loyal consumer base 6 Continuous innovation with the introduction of new
Slide 14: Strategy
STRATEGY PEOPLE PLACES OFTEN ATTRACTING NEW EXPANDING INCREASING CONSUMERS INTO PRODUCT CONSUMPTION THE ENERGY CATEGORY AVAILABILITY FREQUENCY U N D E R P I N N E D B Y O P E R AT I O N A L E X C E L L E N C E 14
Slide 15: People
PEOPLE Invest strategically in marketing focused on maximizing ROI, including plans to launch national healthy-halo campaign in 2025 Reach more consumers through Drill Deep strategy and international expansion in 2025 and beyond Accelerate innovation pipeline to further drive category growth Bring i
Slide 16: Places
PLACES Increase shelf space and cold presence in other channels such as retail, food service, recreational, lodging & restaurants, etc. Enhance & expand e-commerce initiatives & presence & increasing brand awareness Strengthen retail presence through enhanced distribution partnership with PepsiCo 16
Slide 17: Often
OFTEN Position our products to be consumed across a wide range of day parts and occasions beyond traditional energy drink usage Increase incremental consumption occasions like meal-time by expanding availability in food service locations Expand into adjacent categories and accelerate our commitment
Slide 18: Celsius: Leading Better-for-You Functional Lifestyle Platform
CELSIUS CREATING A LEADING BETTER-FOR-YOU, FUNCTIONAL LIFESTYLE PLATFORM 18
Slide 19: Alani Nu
ALANI NU GROWING, PROFITABLE HEALTH & WELLNESS LIFESTYLE BRAND WITH DIVERSE FUNCTIONAL PORTFOLIO & LOYAL FEMALE FOLLOWING GROWTH HIGHLY PROFITABLE UNIQUE CONSUMER HEALTH & WELLNESS, AT MODEL WITH BASE INCREMENTAL FUNCTIONAL LIFESTYLE SCALE SYNERGY UPSIDE TO CATEGORY PLATFORM - - - - $595mm 2024A Net
Slide 20: Strategic Rationale
STRATEGIC RATIONALE CREATES A LEADING BETTER-FOR-YOU, FUNCTIONAL LIFESTYLE PLATFORM AT THE INTERSECTION OF CONSUMER MEGATRENDS COMBINES TWO GROWING, SCALED ENERGY BRANDS WITH CLEAR CATEGORY TAILWINDS COMPLEMENTARY BRAND POSITIONING AND ATTRACTIVE CONSUMER DEMOGRAPHICS, EXPECTED TO DRIVE INCREMENTAL
Slide 21: Platform at the Intersection of Consumer Megatrends
PLATFORM AT THE INTERSECTION OF CONSUMER MEGATRENDS ~$2bnSales Platform1 16% Category Share2 Differentiated Portfolio Fastest Growing in the Attractive Energy Category Portfolio of Scale 3 Attractive Consumer Demographics Driving Incremental Category Growth Over-Indexed to Younger, Affluent And Fema
Slide 22: With Clear Category Tailwinds
WITH CLEAR CATEGORY TAILWINDS DRIVING TRANSFORMATION OF US RTD ENERGY DRINK CATEGORY LONG-TERM TRACKED RETAIL SALES 2024 YOY DOLLAR GROWTH1 TAILWINDS IN ENERGY 2024 YoY Growth ($ in millions) DRIVING 50% OF TOTAL ENERGY DRINK $489 CATEGORY GROWTH1 $90bn 10% 2024 Global Energy 2024-29 Global Energy D
Slide 23: Energy & Beyond
ENERGY & BEYOND 2 BEYOND RTD 11.0 SHARE1 4.8 SHARE1 15.8 SHARE NOTES: 1. Circana U.S. MULO+ W/C, RTD Energy L4W ended 1/26/25 2. Celsius announced agreement to acquire Alani Nu on February 20, 2025. Closing is currently expected in Q2, subject to regulatory approval and other customary closing condi
Slide 24: Thesis
THESIS 1 Agrowing leading portfolio of premium, lifestyle energy & hydration beverages with strong & consumer demand for functional & better-for-you, sugar-free energy solutions 2 Attractively positioned to capture opportunity in the large, growing functional beverage category through strategic inve
Slide 25: Kyle Watson
KYLE WATSON
Slide 26: Marketing: Live Fit in We Do
MARKETING LIVE FIT IN WE DO 2 0 2 5 A N N U A L O P E R AT I N G P L A N REPLACE WITH NEW | IMAGE MARKETING
Slide 27: Consumer
CONSUMER • GENDER BALANCED1 • 54% Female | 46% Male • HIGH RESONANCE WITH MILLENNIALS & GEN-Z2 • 111 Index with Millennials • 112 Index with Gen-Z • HIGHER HOUSEHOLD INCOME2 • 10 pt higher Index than category • MORE INTERESTED IN FITNESS, HEALTH & WELLNESS3 • SEEKING BETTER-FOR-YOU OPTIONS3 • MORE O
Slide 28: Consumers Are Loyal
ARE LOYAL REPEAT +1.5M -1.2M BUYERS V YA TRIPS PER -0.3% +1.2% BUYER V YA EXCLUSIVE -4% -9% HOUSEHOLDS IN 2024 SOURCE: Circana Syndicated Omnichannel Panel SS ENERGY DRINKS NON-ASEPTIC L52W Ended 12.29.24 Third-party brand names, logos, and trademarks appearing in this presentation are the property
Slide 29: Demand Generation, Engagement and Powerful Brand Growth
DEMAND GENERATION, ENGAGEMENT AND POWERFUL BRAND GROWTH SOCIAL MEDIA SOCIAL MEDIA MONTHLY VIDEO VIEWS MONTHLY IMPRESSIONS SOCIAL MEDIA TOTAL FOLLOWERS 29
Slide 30: Audience Is Growing
AUDIENCE IS GROWING MILLENNIALS AND GEN Z ARE BUYING ENERGY BUYERS - GENERATION Z+MILLENIALS (MONTHLY R52W) 36,600,000 36,500,000 36,400,000 36,300,000 36,200,000 36,100,000 36,000,000 35,900,000 35,800,000 35,700,000 35,600,000 35,500,000 1/1/2024 2/1/2024 3/1/2024 4/1/2024 5/1/2024 6/1/2024 7/1/20
Slide 31: To Increase Brand Awareness
TO INCREASE BRAND AWARENESS LEVERAGE TARGETED MARKETING STRATEGIES TO BROADER CONSUMER BASE BRAND AWARENESS MAXIMIZE SOCIAL PRESENCE, SEO & CONTENT TO INCREASE VISIBILITY 90 80 70 CONTINUE TO UTILIZE STRONG BRAND AFFINITY 60 50 INCREASE PRESENCE IN FOOD SERVICE & 40 ALTERNATIVE CHANNELS 30 20 10 0 C
Slide 32: Demographics Expected to Drive Incremental Category Growth
DEMOGRAPHICS, EXPECTED TO DRIVE INCREMENTAL CATEGORY GROWTH TARGET AUDIENCE TARGET AUDIENCE Gender-neutral, performance- Female-focused, lifestyle-oriented driven with broad appeal to for consumers seeking a fun, fitness enthusiasts and beyond approachable brand BRAND POSITIONING BRAND POSITIONING F
Slide 33: Grow Strategy
GROW STRATEGY Rez <3 PEOPLE = PLACES x RR x 22 OFTEN |
Slide 34: People
PEOPLE ACQUIRING NEW USERS TO OUR BRAND & THE CATEGORY, INCLUDING GEN Z, MILLENNIAL & HISPANIC AUDIENCES 34
Slide 35: Places
PLACES SHOWING UP IN PLACES & SPACES WHERE OUR CORE AUDIENCE TARGETS ARE 35
Slide 36: Often
OFTEN BUILDING CONSUMER RELEVANCE & EXCITEMENT THROUGH MORE CONSUMPTION OPPORTUNITIES Note: These images do not contain alcohol. These images are for illustrative purposes only and do not imply a current or ongoing relationship between the respective third parties and Celsius Holdings, Inc. 36
Slide 37: Innovation Is the Foundation of Our Strategy
INNOVATION IS THE FOUNDATION OF OUR STRATEGY SIGNIFICANT WHITESPACE FOR FURTHER INNOVATION IN ADJACENT CATEGORIES WITHIN AND BEYOND RTD 37
Slide 38: Jarrod Langhans
-* ay *A_JARROD << LANGHANS
Slide 39: Driving Shareholder Value
More People: Attracting new consumers into the IS DRIVING energy drink category and converting existing energy users to Celsius SHAREHOLDER More Places: Expanding product availability VALUE More Often: Increasing consumption frequency Driving EBITDA margin through operational excellence initiatives,
Slide 40: Excellence
EXCELLENCE Boosted innovation and production capabilities with the acquisition of Big Beverages Contract Manufacturing in Nov. 2024 Driving innovation, global procurement, supply chain and global marketing through our Center of Excellence Investing in technology and AI-assisted tools to drive sales
Slide 41: Terms - Alani Nu
TERMS - ALANI NU REPRESENTS ATTRACTIVE VALUATION OF LESS THAN 3x ALANI NU 2024A REVENUE AND APPROXIMATELY 12x FULLY SYNERGIZED ALANI NU 2024A ADJUSTED EBITDA1 Leadership continuity with TSA and consulting agreements in place at closing to help ensure a seamless integration process ~8.7% PRO-FORMA OW
Slide 42: EPS Accretive in Year One with Meaningful Synergy Opportunity
EPS ACCRETIVE IN YEAR ONE WITH MEANINGFUL SYNERGY OPPORTUNITY INCREASED TOPLINE SCALE STRONG PRO-FORMA PROFITABILITY (2024A NET SALES, $ IN BILLIONS) (2024A ADJ. EBITDA, $ IN MILLIONS) Adj. EBITDA Margin (%): 19% 20%1 $50mm Expected to be $2.0 Clearly Identified Cost Cash EPS $393 Synergies with Acc
Slide 43: Capital Allocation
1 INVEST TO FUEL • Invest strategically in innovation & marketing initiatives designed to ORGANIC accelerate organic growth & maximize GROWTH productivity • Strengthen our capabilities & expertise, CAPITAL & cement a foundation for sustainable growth ALLOCATION 2 MAINTAIN STRONG BALANCE SHEET & DEBT
Slide 44: Themes
THEMES CATEGORY LARGE AND COMPELLING STRONG CASH DISRUPTOR GROWING TAM GROWTH STRATEGY GENERATION PROFILE - - - - Portfolio of disruptive, Attractively positioned Effective strategy and Deploy through premium brands driving for expansion as an innovation to reach more disciplined capital the functio
Slide 45: Question & Answer
QUESTION & ANSWER C E L S I U S H O L D I N G S , I N C . | C A G N Y I N V E S T O R P R E S E N TAT I O N
Slide 46: Appendix
APPENDIX C E L S I U S H O L D I N G S , I N C . | C A G N Y I N V E S T O R P R E S E N TAT I O N
Slide 47: Financial Information
FINANCIAL INFORMATION The following table presents summary historical and unaudited pro forma condensed consolidated financial data for Celsius and Alani Nu, which are based on (i) Celsius’ unaudited financial statements for the year ended December 31, 2024, and (ii) Alani Nu’s preliminary estimated
Slide 48: Pro-Forma EBITDA Schedule
PRO-FORMA EBITDA SCHEDULE Twelve months ended 12/31/2024 (In thousands) Celsius Alani Combined 1 Selling, general and administrative expenses related to employee non-cash stock-based Net Income (GAAP Measure) with buy-side adj $ 145,074 $ 68,091 $ 213,165 compensation expense. Stock-based compensati
Slide 49: Valuation Metrics
($ in thousands) VALUATION METRICS 12x fully synergized 2024A adjusted EBITDA <3x 2024A Revenue Pro Forma net leverage 2024 Actual Alani Alani Adjusted EBITDA1 86,973 2024 Revenue1 594,907 Net debt4 384,810 Pro Forma Net Synergies2 50,000 Net purchase price3 1,650,000 2024 Adjusted EBITDA5 392,687 T
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