Expands Portfolio of Cutting Edge Functional Products
Celsius Holdings, maker of the leading global fitness drink, CELSIUS®, is expanding its product portfolio to include an innovative branched-chain amino acids (BCAA) functional beverage that fuels muscle recovery. The BCAA product line will initially be launched in the fitness channel and further establishes the company as a leading innovator in the functional beverage market.
“Celsius continues with its commitment to be a disruptive force in fitness and beverage,” commented John Fieldly, President and Chief Executive Officer. “BCAAs are being demanded by consumers in the fitness community, and Celsius will deliver further functionality with an expanded portfolio targeting this growing adjacent category. Our BCAA Recovery drink will complement our existing lineup of pre-workout, any time healthy energy products with a recovery drink that can be consumed post workout or any time throughout the day. This line further expands upon our CELSIUS® usage occasions and we expect it will drive meaningful growth.”
This September, CELSIUS® BCAA Recovery drink will debut at the renowned 2019 Mr. Olympia before a primary demographic of athletic trainers, body builders, endurance athletes and gym goers.
Mr. Olympia is the world’s most prestigious fitness industry showcase event, an international bodybuilding competition that is held annually by the International Federation of Body Building & Fitness, also known as Joe Weider’s Olympia Fitness and Performance Weekend with the world’s most elite bodybuilders vying for the top spots in eight different categories, including the coveted Mr. Olympia.
Our new CELSIUS® BCAA Recovery line will have a strong presence at the event, building on our strategy of introducing innovative beverages for today’s health minded consumers.
The Company’s innovation and excellence have been recognized by more than 22 international awards and the New BCAA extension provides further innovation in the category. It is the first post-workout, recovery beverage that Celsius has introduced in the US.
Initially the product will launch three flavors, Blood Orange Lemonade, Tart Cherry Lime and Tropical Twist. In addition to BCAAs, the product will include additional functionality with ingredients of tart cherry, Vitamin D3, electrolytes and 100mg of caffeine providing anytime recovery.