John Fieldly, CEO of Celsius Holdings, joins Cheddar News to discuss the company's recent growth, its presence on social media, and new flavors on the horizon. 

Between Bells

Celsius Energy Drink's Rise to Popularity 

Welcome back to Between Bells. Let's face it, A lot of people would not consider themselves to be a morning person. Others tend to crash later in the day or in the evening and sometimes you just need to give yourself that extra boost that keeps you going. And one company is here to help Celsius energy drinks. One of the fastest growing companies helping consumers stay active and energized all day long. And joining us now is john field lee Ceo of Celsius Holdings. Thank you so much for joining us here on cheddar. Tell us about the health benefits of Celsius and why the health component was such an important mission for your company. Yeah, no, absolutely. We're excited to be here. Thanks for having us. You know, health and wellness has been in our D. N. A. For over a decade. We were born in in fitness and vitamin specialty and with the mega trim we have today and health and wellness. We are gaining broad mass appeal. We have over seven essential vitamins were backed by green tea, ginger garana which boosts your metabolic rate and its product is clinically proven to burn calories and body fat. So truly to help you accomplish your health and wellness girls. We bring that essential energy for life each and every day. And one thing we hear hands down from consumers is the flavor profile talk about our fruit floored flavors. I have our vibe line behind us and drinking our arctic vibe which we're just launching and we win hands down on flavor and then no crash and no jitters. So really exciting to see what's happening today and really, we're disrupting the energy category as we're aligned with today's health minded consumer. I definitely want to talk with you about the flavors in just a moment because they are kind of what you wouldn't necessarily expect from your energy drink aisle, whether you're in a grocery store or anywhere else that you find Celsius, I do want to talk about some of that mass appeal that you were alluding to because I saw that it was Jonah Hill saying he can't live without a Celsius drink and he's gotten other celebrities hooked on them as well. What did it feel like for you to see that recognition coming from a major celebrity? Oh, it's, it's amazing. I've been with the company now for over 11 years and you know, we're, we're really, really aligned with today's consumer and, and living better, living healthier and inspiring everyone to live fit. Our mantra is live fit and Jonah Hill, seeing in Celsius as part of his daily lifestyle, daily routine was just really excited to the whole team and we're seeing consumers in all walks of life from college athletes, professional athletes, singers. I mean you name it, we're really getting the interest of Hollywood. A lot of, a lot of actors are drinking the product, Howie Mandel loves the product, he drinks it every day, you know, so many many others, It's just really exciting to see the momentum behind the brand and like I said like you mentioned our flavors very unique from what's out there in the energy category where fruit flavored fruit forward. Our team spends a lot of time really coming up with innovative flavors and right now we're launching our arctic vibe and our arctic arctic vibe flavor is a frozen berry flavor which took us a long time to innovate on. And we're launching that this summer and go out and try our strawberry lemonade, Another great launch this summer that we're told tastes like no other energy drink on the market. It is refreshing and it is perfect for summer. So good. I also want to ask you, have you gotten feedback from your audience and your customers about favorite flavors because there are quite a few to choose from. There is we have over 20 flavors. We went hands down on the variety are number one flavor currently is our has been actually our historical flavors are orange or orange is a great flavor. We're starting to see, we have a tropical vibe which is a starfruit pineapple. We just launched this year, a 7 11 exclusive, go to 7 11 and try our mango passion fruit. It is a phenomenal flavor combination. We have fuji apple pear, just really a flavor for everyone and all of our flavors win hands down and good for the morning the afternoon pickup. Yeah, I am constantly impressed by how bold your team is with the flavors and trying new ingredients that again you wouldn't necessarily think of first for an energy drink. I wanna pivot though because Celsius marketing is on point constantly seeing you guys on social media. I was joking with my producer that a Celsius drink is almost like a status symbol now. So what is your strategy for reaching the audience organically in an authentic way and on the topic of celebrities? Are you guys partnering with anyone right now? Are looking to do that? Yeah, I mean we're, we're growing brand. We're growing rapidly each and every day. We continue to expand more distribution. Currently we run into about 140,000 locations around the country. Many have just joined us recently. So we're really excited. Our marketing continues to scale as well. We go into a variety of different verticals, social media influencers also. You know, we're seeing, we're going into sports. Sports marketing is a great opportunity for us as well. Uh Shaun White, the great partner and a great advocate of the brand, also have Dustin employer UFC fighter who's down here actually training right now in coconut creek in florida and is a big advocate of top team in the gym. Um, and seeing really the brand resonating with that health minded consumer and people looking to live healthy lives fit and live life to its fullest. So which we feel has broad mass appeal when you look at our overall consumer base. So we're pretty excited. We're 50 50 male, female, very inclusive and we'll win hands down, Make you feel great, feel better. And who doesn't want to live life to the fullest? Exactly. And about 30 seconds left John any plans for expansion moving forward, we do know the drink category can often be a saturated and really competitive space. What's next for you guys? Extremely saturated, extremely difficult. We're going against the largest CPG brands in the world. Look for great, innovative flavors for us. We're working on plans for 2023 right now we have a garage, a great innovation, more flavor innovation and go to the store and check out some of our new flavors by hands down. I know you're gonna love it. Tastes great. No crash, no jitters, best tasting energy drink on the market, arctic vibes and strawberry lemonade. I'm ready for it. That's john field lee. Ceo of Celsius Holdings. Thanks again.