Celsius Buys Alani: Now What?

Alani Nu, a popular health and wellness brand famous for its wide variety of energy drinks, such as Watermelon Wave and Pink Slush, has just been bought by Celsius, another brand famous for its energy drinks. Alani consumers are concerned about what this will mean for their favorite caffeine drink.

VALLEY is here to answer your questions.

The Nitty Gritty

On Feb. 20, Celsius Holdings said it would buy health and wellness drinks brand Alani Nutrition for a $1.8 billion deal through cash and stocks. This would help boost its portfolio to build on the rising demand for energy beverages.

Strategically this deal makes good sense, as Alani is one of the fastest growing brands in energy

Needham analyst, Gerald Pascarelli.

Founded in 2018, Alani Nu is a growing, female-focused brand whose primary market is Gen-Z and millennial consumers. It focuses on providing low-calorie products with unique flavors.

This acquisition is expected to enhance Celsius’s market position by increasing its market share from 12% to over 15% and are expected to make $2 billion in annual sales. This deal is anticipated to close mid-2025.

The Madness

The Celsius acquisition has angered many devoted Alani Nu customers, who worry that the brand’s distinctive personality and recipe might alter under the new management. Alani Nu has gained many fans, especially among women, due to its wellness-focused energy drinks with less caffeine, healthier ingredients and stylish branding.

Consumers fear that Celsius, which is well-known for its potent pre-workout energy drinks and a more aggressive, wider marketing strategy, would change Alani’s recipes, availability or branding. Additionally, some customers are skeptical about possible price increases, product modifications or marketing changes that would damage Alani’s target audience.

Customers’ annoyance has also been heightened by worries that corporate takeovers may weaken smaller, locally owned firms; some have even vowed to move to independent alternatives.

What’s Next?

Alani Nu fans who are concerned about the Celsius takeover have a few options. You should communicate your concerns on any formula modifications, price adjustments or branding changes to Celsius and Alani via email or social media. When devoted customers voice their opinions, businesses listen.

If you’re worried about ingredient changes or discontinuations, you may consider stocking up on your favorite flavors and products while they remain unchanged. The Vitamin Shoppe has them on sale now for one dollar!

Look into other independent energy drink brands that share your values, such as clean ingredients, female-focused marketing or a particular flavor variety, just in case. VALLEY recommends Reign Storm or Cira Nutrition.

What Alani flavor is your favorite? Let @VALLEYmag know on X!