Celsius' HEAT sears through energy drink sales
Celsius Holdings, Inc., the makers of CELSIUS, the fitness drink, announced the launch of the second line in the product portfolio, HEAT™.
HEAT™ customers include national fitness channel distributors, major club chains and local studios.
Like flagship brand CELSIUS, HEAT is also a dietary supplement which contains the same proprietary thermogenic formula, proven to accelerate metabolism, boost energy and accelerate calorie and fat burn when combined with exercise. In addition to the CELSIUS® formula, HEAT™ provides a supercharged workout via 300 mg of caffeine and 2,000 mg of L-Citrulline. Designed for consumers looking to optimize their training results, HEAT is targeting athletic trainers, body builders, military personnel, and endurance athletes.
Launching in three flavours, Inferno Punch, Blueberry Pomegranate, and Cherry Lime, HEAT debuts in a 473 ml can, an increase from the current 354 ml original and natural CELSIUS cans. HEAT borrows equity from the newly rebranded “C” and its degree symbol in a move to gain instant credibility with current CELSIUS® customers and consumers.
Flagship CELSIUS is expanding at twice the rate of leading competitors according to SPINS data (52 weeks ending 1.22.2017), and the company attributes the success of its current and natural line extensions to the brand’s loyal consumers who desire to live fit. Adding HEAT to the roster, along with the March 2017 launch of the natural line extension, allows CELSIUS to shelve more flavors and SKUs within the channels with the fastest growing health and fitness oriented group of consumers.
“HEAT™ is a great tasting addition to the CELSIUS portfolio and a welcomed addition to our fans in the fitness community,” said CFO and interim CEO John Fieldly in a press release. “As we build a larger portfolio for CELSIUS brands, the second line, HEAT, allows for future revenue streams within the growing fitness and alternative channels of trade.”
Vanessa Walker, EVP of Sales and Marketing, and Jon McKillop, VP Alternate Channels, worked together to develop the brand and spoke of the strategy behind HEAT™, “The aim of HEAT™ is to expand the recognition of the CELSIUS brand franchise with a different segment within the fitness arena,” Walker explained in the same press release.
“The frequent gym member or trainer uses supplements and pre-workout products, so HEAT™ was the next evolution for the brand and a natural fit for the channel. Our distributors and the club owners are all very excited and supportive of the 16oz HEAT launch”, cites Jon McKillop, who calls directly on the largest distributors in the fitness and vitamin specialty channels. Walker also mentioned, “Our “C” logo mark is becoming recognized for its slogan that speaks to the CELSIUS brand’s functionality, ‘Delicious that Delivers’.”
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