Celsius Introduces New CELSIUS HYDRATION™ Zero-Sugar Powder Sticks
Celsius Holdings (CELH) has launched CELSIUS HYDRATION™, its first caffeine-free functional beverage product in the US. The new product line consists of zero-sugar powder sticks available in five flavors: Fruit Punch, Blue Razz, Strawberry Watermelon, Arctic Cherry, and Lemon Lime.
The product features essential electrolytes, B vitamins, and a blend of magnesium, potassium, and sodium. This launch represents Celsius' entry into the $1.4 billion US hydration powder market, which is projected to grow at a 13% CAGR to reach $2.5 billion by 2029.
Currently available on Amazon with plans for wider retail distribution, CELSIUS HYDRATION complements the company's existing portfolio, where CELSIUS is ranked as the #3 energy drink in the US, with their On The Go Powders leading the energy powder category.
Celsius Holdings (CELH) ha lanciato CELSIUS HYDRATION™, il suo primo prodotto di bevanda funzionale senza caffeina negli Stati Uniti. La nuova linea di prodotti è composta da stick in polvere senza zucchero disponibili in cinque gusti: Fruit Punch, Blue Razz, Strawberry Watermelon, Arctic Cherry e Lemon Lime.
Il prodotto presenta elettroliti essenziali, vitamine del gruppo B e una combinazione di magnesio, potassio e sodio. Questo lancio segna l'ingresso di Celsius nel mercato delle polveri idratanti negli Stati Uniti del valore di 1,4 miliardi di dollari, che si prevede crescerà a un tasso annuo composto (CAGR) del 13% fino a raggiungere i 2,5 miliardi di dollari entro il 2029.
Attualmente disponibile su Amazon con piani per una distribuzione più ampia al dettaglio, CELSIUS HYDRATION completa il portafoglio esistente dell'azienda, dove CELSIUS è classificata come la terza bevanda energetica negli Stati Uniti, con i loro On The Go Powders che guidano la categoria delle polveri energetiche.
Celsius Holdings (CELH) ha lanzado CELSIUS HYDRATION™, su primer producto de bebida funcional sin cafeína en EE. UU. La nueva línea de productos consiste en sobres en polvo sin azúcar disponibles en cinco sabores: Fruit Punch, Blue Razz, Strawberry Watermelon, Arctic Cherry y Lemon Lime.
El producto incluye electrolitos esenciales, vitaminas del grupo B y una mezcla de magnesio, potasio y sodio. Este lanzamiento representa la entrada de Celsius en el mercado de polvos hidratantes en EE. UU. valorado en 1.4 mil millones de dólares, que se proyecta que crecerá a una tasa anual compuesta (CAGR) del 13% para alcanzar los 2.5 mil millones de dólares para 2029.
Actualmente disponible en Amazon con planes para una distribución minorista más amplia, CELSIUS HYDRATION complementa el portafolio existente de la compañía, donde CELSIUS ocupa el tercer lugar como bebida energética en EE. UU., con sus On The Go Powders liderando la categoría de polvos energéticos.
Celsius Holdings (CELH)는 미국에서 카페인이 없는 최초의 기능성 음료 제품인 CELSIUS HYDRATION™을 출시했습니다. 새로운 제품 라인은 무설탕 분말 스틱으로 다섯 가지 맛으로 제공됩니다: Fruit Punch, Blue Razz, Strawberry Watermelon, Arctic Cherry, Lemon Lime.
이 제품은 필수 전해질, 비타민 B군, 마그네슘, 칼륨 및 나트륨의 혼합물로 구성되어 있습니다. 이번 출시는 Celsius가 14억 달러 규모의 미국 수분 보충제 파우더 시장에 진입했다는 것을 의미하며, 이 시장은 2029년까지 25억 달러에 이를 것으로 예상되는 13%의 연평균 성장률(CAGR)을 기록할 것으로 보입니다.
현재 아마존에서 구매 가능하며, 더 넓은 소매 유통 계획도 있습니다. CELSIUS HYDRATION은 CELSIUS가 미국에서 세 번째로 인기 있는 에너지 음료로, 그들의 On The Go Powders가 에너지 파우더 카테고리를 주도하는 회사의 기존 포트폴리오를 보완합니다.
Celsius Holdings (CELH) a lancé CELSIUS HYDRATION™, son premier produit de boisson fonctionnelle sans caféine aux États-Unis. La nouvelle ligne de produits se compose de sachets en poudre sans sucre disponibles en cinq saveurs : Fruit Punch, Blue Razz, Strawberry Watermelon, Arctic Cherry et Lemon Lime.
Le produit contient des électrolytes essentiels, des vitamines B et un mélange de magnésium, de potassium et de sodium. Ce lancement représente l'entrée de Celsius sur le marché des poudres hydratantes aux États-Unis d'une valeur de 1,4 milliard de dollars, qui devrait connaître une croissance à un taux de croissance annuel composé (CAGR) de 13 % pour atteindre 2,5 milliards de dollars d'ici 2029.
Actuellement disponible sur Amazon avec des plans pour une distribution au détail plus large, CELSIUS HYDRATION complète le portefeuille existant de l'entreprise, où CELSIUS est classée comme la troisième boisson énergisante aux États-Unis, tandis que leurs On The Go Powders dominent la catégorie des poudres énergétiques.
Celsius Holdings (CELH) hat CELSIUS HYDRATION™ auf den Markt gebracht, sein erstes koffeinfreies funktionales Getränk in den USA. Die neue Produktlinie besteht aus zuckerfreien Pulversticks, die in fünf Geschmacksrichtungen erhältlich sind: Fruit Punch, Blue Razz, Strawberry Watermelon, Arctic Cherry und Lemon Lime.
Das Produkt enthält essentielle Elektrolyte, B-Vitamine und eine Mischung aus Magnesium, Kalium und Natrium. Diese Markteinführung stellt den Eintritt von Celsius in den 1,4 Milliarden Dollar großen US-Hydrationspulvermarkt dar, der voraussichtlich mit einer durchschnittlichen jährlichen Wachstumsrate (CAGR) von 13 % bis 2029 auf 2,5 Milliarden Dollar anwachsen wird.
Derzeit auf Amazon erhältlich mit Plänen für eine breitere Einzelhandelsdistribution, ergänzt CELSIUS HYDRATION das bestehende Portfolio des Unternehmens, in dem CELSIUS als das drittbeliebteste Energydrink in den USA eingestuft ist, während ihre On The Go Powders die Kategorie der Energiepulver anführen.
- Entry into $1.4B hydration powder market with 13% projected CAGR
- Product diversification beyond energy drinks into caffeine-free segment
- Currently #3 energy drink brand in US market
- #1 position in energy powder category
- None.
Insights
Celsius's strategic entry into hydration powders marks a pivotal expansion beyond its energy drink stronghold, targeting the
First, the product leverages existing brand equity and distribution infrastructure while addressing an entirely new market segment. As the #3 energy drink brand and #1 in energy powders, Celsius can efficiently cross-sell to retailers and capitalize on established relationships to accelerate market penetration.
The zero-sugar, caffeine-free formulation strategically positions CELSIUS HYDRATION to capture multiple consumption occasions throughout the day, effectively doubling or tripling potential customer touchpoints. This complements rather than cannibalizes their core energy drink business.
From a margin perspective, powder formats typically offer higher gross margins than ready-to-drink beverages due to lower manufacturing, shipping and storage costs. The initial Amazon-first distribution strategy allows for rapid market testing and optimization before wider retail rollout, minimizing initial capital requirements.
The timing is particularly opportune as consumers increasingly seek functional beverages without caffeine or artificial ingredients. By maintaining the familiar fruit-forward flavor profiles of their successful energy drinks, Celsius reduces new product adoption barriers while expanding their total addressable market.
The hydration powder segment presents distinct market dynamics that could significantly benefit Celsius's growth trajectory. The
The market entry strategy reveals sophisticated channel understanding. Launching first on Amazon enables rapid consumer feedback and optimization before broader retail expansion, while leveraging the platform's robust analytics to refine targeting and messaging.
The five-flavor launch portfolio demonstrates careful consideration of consumer preferences, offering familiar profiles that resonate with both existing Celsius customers and new health-conscious consumers. This approach reduces customer acquisition costs while maximizing cross-selling opportunities.
Notably, the zero-sugar formulation aligns with growing consumer demand for sugar-free alternatives, a trend that has accelerated across all beverage categories. The inclusion of functional ingredients like electrolytes and B vitamins positions the product at the premium end of the market, where margins are typically higher and brand loyalty stronger.
The integration with the CELSIUS Essential Vibes Tour™ suggests a cohesive marketing strategy that leverages experiential marketing to build brand awareness and drive trial among target demographics.
CELSIUS HYDRATION is the company’s first caffeine-free, functional beverage product introduced in the US
Growing
CELSIUS HYDRATION (Photo: Business Wire)
CELSIUS HYDRATION launches with five fruit-forward flavors: Fruit Punch, Blue Razz, Strawberry Watermelon, Arctic Cherry and Lemon Lime. Each powder stick offers a hydrating blend of thirst-quenching, refreshing flavors for all occasions – it’s sugar free, hydrating bliss in every sip. CELSIUS HYDRATION is formulated with a blend of magnesium, potassium and sodium, making it a great addition to fitness and daily routines and to help active people feel their best, whatever may come.
CELSIUS HYDRATION joins the premium CELSIUS energy drink portfolio of 12- and 16-ounce zero-sugar, vitamin-infused beverages enjoyed by fitness enthusiasts, athletes, students and professionals. CELSIUS is the #3 energy drink in the
“The CELSIUS brand has long been synonymous with fitness and favored by consumers who prefer zero-sugar, refreshing energy drinks,” said Celsius Chief Marketing Officer Kyle Watson. “CELSIUS HYDRATION is the perfect complement to our portfolio of functional beverages and gives consumers more occasions to enjoy the great-tasting and refreshing beverage experience that has propelled CELSIUS to become the number-three energy drink brand in the United States.”
The
Celsius expects to feature CELSIUS HYDRATION alongside CELSIUS energy drinks during key consumer engagement moments, like the CELSIUS Essential Vibes Tour™.
CELSIUS HYDRATION is available on Amazon and is expected to expand into additional retailers soon.
1. Source: IRi Total US MULO+ w/C L52W Ending 8.11.24
2. Source: IRi Total US MULO+ w/C 2019 – 2024 YTD Ending 8.11.24
About Celsius Holdings, Inc.
Celsius Holdings, Inc. (Nasdaq: CELH) is a functional beverage company and the maker of energy drink brand CELSIUS® and hydration brand CELSIUS HYDRATION™. Born in fitness and pioneering the rapidly growing, better-for-you functional beverage category, the company creates and markets leading functional beverage products. For more information, please visit www.celsiusholdingsinc.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250129655701/en/
Media Contact: press@celsius.com
Source: Celsius Holdings, Inc.
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