Celsius Holdings completed its acquisition of Alani Nu in early 2025, purchasing the popular energy drink brand for $1.8 billion. This deal represents one of the largest acquisitions in the functional beverage industry, bringing together two growing brands focused on zero-sugar alternatives.
The acquisition details show the scale of this transaction. Celsius paid $1.65 billion net after accounting for $150 million in tax assets. The purchase included $1,275 million in cash, a $25 million earn-out, and $500 million in newly issued restricted shares of Celsius Holdings common stock, giving sellers approximately 8.7% pro-forma ownership.
Alani Nu's recent performance demonstrates why Celsius was willing to pay this price. Retail sales jumped 78% year over year for the four-week period ended January 26, 2025. The brand's dollar share reached 4.8% during that same period, up approximately 200 basis points from the previous year.
The Louisville-based company has built impressive momentum since its founding. Alani Nu's energy drink topped Circana's Pacesetters report in June 2023, generating $228.4 million in yearly sales. Revenue growth has been particularly strong—the brand saw sales surge 335% from $68 million in 2020 to $228 million in 2021.
The acquisition numbers tell an interesting story about valuation. Celsius valued Alani Nu at less than 3x its 2024 revenue of $595 million and roughly 12x its fully optimized 2024 EBITDA of $137 million. This positions Celsius to strengthen its role in the global energy category, which analysts project will grow at a 10% CAGR from 2024 to 2029.
This article explores how this massive acquisition came together, examines the founders who built Alani Nu into a billion-dollar brand, and analyzes what this ownership change means for both companies moving forward.
Who owns Alani energy drink today?
Celsius Holdings, Inc. took ownership of Alani Nu energy drink when the acquisition closed in April 2025. Two major players in the functional beverage market have joined forces, creating what could reshape how consumers think about energy drinks.
Celsius Holdings becomes the new parent company
When you look at the numbers, this wasn't a small deal. Celsius paid $1.8 billion total, with a net price of $1.65 billion after accounting for $150 million in tax assets. The transaction brings together two brands that have been growing rapidly in the U.S. energy drink category.
Together, Celsius and Alani Nu now have a portfolio positioned to capture consumers who want healthier, zero-sugar alternatives.
Here's what makes this acquisition interesting: Alani Nu keeps its distinct brand identity while operating under Celsius. Key members of Congo Brands' leadership team, who previously ran Alani Nu, agreed to stay on as advisors to Celsius. This setup helps preserve what made Alani Nu successful while giving the brand access to Celsius' resources for growth.
Timeline of the acquisition in early 2025
The deal started moving in early 2025 when Celsius announced it had entered a definitive agreement to acquire Alani Nutrition LLC. Both companies worked through regulatory approvals and other closing conditions after getting approval from the Celsius Board of Directors.
The transaction officially wrapped up in April 2025, completing one of the largest acquisitions in the functional beverage space.
What this means for the brand
The combined company now has approximately $2 billion in sales across its energy-focused product portfolio. Celsius expects to save $50 million in costs within two years through the acquisition.
John Fieldly, Chairman and CEO of Celsius, explained the strategy: "The closing of this transaction further strengthens our ability to grow the energy drink category and reach new consumers who seek better-for-you, functional beverages".
If you're an Alani Nu customer, you can expect expanded distribution and continued product innovation. The brand plans to maintain the core values and product quality that built its loyal following.
How Alani Nu started and who founded it
Fitness entrepreneur Katy Hearn and her husband Haydn Schneider launched Alani Nu in 2018 after spotting a problem in the supplement market. The Louisville-based couple had already built their reputation in the fitness industry before deciding to create their own brand.
The vision of Katy Hearn and Haydn Schneider
Katy spent years working with women around the world, building relationships based on honest advice and genuine support. When clients asked about supplements, she faced a frustrating reality—she couldn't recommend most products on the market due to questionable ingredients. That frustration became the catalyst for Alani Nu.
"When we founded Alani Nu in 2018, our goal was simple: to create products that made women feel their absolute best—inside and out," Katy Schneider explained when reflecting on the brand's origins.
The founding vision focused on filling a specific gap: better-for-you supplements designed specifically for women in the fitness industry. Rather than following the typical approach of targeting everyone, they chose to serve their audience with intention.
From fitness influencers to supplement entrepreneurs
Both founders brought established fitness credentials to their new venture. Katy started documenting her fitness journey on Instagram in 2012, eventually building a dedicated following of 1.7 million fans. Haydn brought industry experience from his role as a Health Enthusiast at The Vitamin Shoppe, where he partnered with Katy to host fitness challenges.
The couple also operated a 10,000-square-foot gym facility for personal training. This hands-on experience with clients gave them direct insight into what women actually wanted from their supplements.
Katy's personal health challenges directly shaped product development. Her struggles with hormone imbalances, combined with similar experiences from clients, led to the creation of Alani Nu's best-selling Balance supplement.
Initial product lines and market entry
Alani Nu launched with a curated selection of pre-workouts, protein powders, and wellness supplements built around clean ingredients and minimal fillers. The packaging strategy set them apart immediately—bright, playful designs that appealed to their female audience, contrasting sharply with the aggressive branding and intense flavors competitors used to target men.
Distribution required strategic thinking. The founders secured partnerships with major retailers including The Vitamin Shoppe, Target, GNC, and Kroger. These retail relationships provided the foundation for the explosive growth that would follow.
The role of Congo Brands in Alani Nu's rise
Congo Brands became the driving force behind Alani Nu's transformation from a fitness supplement startup to a national energy drink powerhouse.
Austin Katz and Aaron Helfand, the founders of Congo Brands, saw potential in what Katy Hearn and Haydn Schneider had built and decided to back it with serious capital and operational expertise.
Congo Brands' investment and operational support
The partnership fundamentally changed Alani Nu's trajectory. Congo Brands acquired a majority stake in the company, bringing not just money but proven systems from their success with GHOST, another beverage and supplement brand in their portfolio. This wasn't just a financial investment—it was a complete business transformation.
Congo's involvement allowed Alani Nu to pivot from supplements into energy drinks, a move that would define the brand's future. The energy drink category offered bigger growth potential, and Congo had the experience to help Alani Nu capitalize on that opportunity.
How Congo helped scale production and distribution
The operational changes under Congo's guidance were dramatic. Alani Nu went from small-batch production to sophisticated manufacturing processes capable of meeting national demand. Supply chain efficiency became a priority, ensuring consistent product quality even as volume increased exponentially.
This operational foundation proved essential as Alani Nu's popularity exploded. The brand could maintain the quality standards that Katy and Haydn had established while serving millions more customers across the country.
Partnerships with Target, GNC, and more
Congo's industry relationships opened doors that would have taken years for Alani Nu to access independently. Major retailers like Target, GNC, Kroger, and The Vitamin Shoppe became distribution partners, expanding Alani Nu's reach far beyond its original direct-to-consumer model.
These retail relationships created the foundation for Alani Nu's explosive growth. What started as an online supplement brand suddenly had shelf space in thousands of stores nationwide, reaching new customers who had never heard of Katy Hearn or her fitness programs.
What the billion-dollar sale means for the future
Celsius now has the resources and market position to accelerate Alani Nu's growth beyond what either brand could achieve independently. The acquisition creates opportunities for both operational improvements and strategic expansion that should benefit customers and shareholders.
Celsius' growth strategy for Alani Nu
The plan centers on expanding Alani Nu's retail footprint while optimizing distribution costs. Celsius intends to use Alani Nu's strong presence in over 20,000 outlets as a foundation for broader market penetration. Cross-selling opportunities emerge where Alani's strength in Whole Foods and Target complements Celsius' convenience store dominance.
Operational synergies offer immediate value creation. Celsius expects to achieve $50 million in cost synergies within two years through shared manufacturing facilities, consolidated packaging operations, and streamlined logistics networks. These savings can fund additional marketing initiatives or product development without increasing consumer prices.
Preserving what makes Alani Nu successful
Brand identity preservation remains critical to maintaining customer loyalty. Celsius retained Alani Nu's founding team as advisors to ensure product development stays true to the brand's core values. This approach recognizes that Alani Nu's appeal comes from its authentic connection with fitness-focused consumers, particularly women.
John Fieldly, Celsius CEO, addressed customer concerns directly: "We will continue creating the same great-tasting products Alani Nu is known for and innovating even more great flavors and collaborations". The commitment suggests Celsius understands that dramatic changes could alienate Alani Nu's dedicated customer base.
International expansion opportunities
Global markets represent the next major growth phase. Celsius' international revenue grew 41% in Q1 2025, demonstrating the company's ability to scale internationally. The plan includes accelerating Alani Nu's entry into the UK, Ireland, and Australia using Celsius' established distribution networks.
The Asia-Pacific region offers particularly strong potential, growing at 10.2% CAGR. Celsius' existing partnerships in Japan and South Korea provide entry points for Alani Nu products, though success will depend on adapting flavors and marketing approaches to local preferences.
Market position and competitive advantages
The combined entity now controls 16.2% dollar share in the U.S. energy drink category, creating a formidable competitor to established players like Red Bull and Monster. This market position provides negotiating power with retailers and suppliers while generating economies of scale that benefit both brands.
The global energy category's projected 10% annual growth from 2024 to 2029 supports the acquisition's long-term value proposition. Both brands are positioned to capture market share from traditional energy drinks as consumers increasingly seek healthier, zero-sugar alternatives.
What happens next for Alani Nu
Celsius Holdings now owns Alani Nu following the $1.8 billion acquisition completed in early 2025. This deal brings together two growing energy drink brands, creating a combined entity with nearly $2 billion in annual sales.
The story behind this acquisition shows how Katy Hearn and Haydn Schneider built something remarkable. They started with a simple idea—create better supplements for women—and turned it into a billion-dollar brand. Congo Brands provided the operational expertise and capital that helped scale Alani Nu from a small supplement company to a major player in energy drinks.
Under Celsius ownership, Alani Nu gets access to broader distribution networks and manufacturing efficiencies. Celsius expects to save $50 million in costs within two years while expanding Alani Nu internationally. The plan includes entering the UK, Ireland, Australia, and Asia-Pacific markets where Celsius already has partnerships.
For the energy drink market, this creates a stronger competitor. Together, Celsius and Alani Nu now hold 16.2% dollar share in the U.S. energy drink category. They're positioned to capture more market share in a global energy category projected to grow 10% annually through 2029.
The acquisition answers who owns Alani Nu now while setting up both brands for their next growth phase. Alani Nu's loyal customer base and retail presence combined with Celsius' resources creates a formidable force in functional beverages.
FAQs
Q1. Who is the new owner of Alani Nu?
Celsius Holdings acquired Alani Nu in early 2025 for $1.8 billion, becoming the new parent company of the popular energy drink brand.
Q2. Will Alani Nu's products change after the acquisition?
While specific changes haven't been announced, Celsius has stated they intend to maintain Alani Nu's brand identity and continue creating the same great-tasting products customers love.
Q3. How did Alani Nu start?
Alani Nu was founded in 2018 by fitness entrepreneurs Katy Hearn and Haydn Schneider, who aimed to create better-for-you supplements tailored for women in the fitness industry.
Q4. What impact will this acquisition have on the energy drink market?
The acquisition creates a combined entity with approximately $2 billion in annual sales, strengthening Celsius and Alani Nu's position in the growing global energy drink category.
Q5. Are there plans for international expansion of Alani Nu?
Yes, Celsius plans to accelerate Alani Nu's entry into international markets, including the UK, Ireland, Australia, and potentially the Asia-Pacific region, leveraging Celsius' existing global partnerships.
