Celsius Holdings expands energy drink’s reach with nationwide 7-Eleven distribution

By Adi Menayang

- Last updated on GMT

Celsius Holdings expands energy drink’s reach with nationwide 7-Eleven distribution

Related tags Convenience store

The L-Citruline-infused Celsius Heat energy drink will soon be available nationwide in 7-Eleven stores, both franchises and corporate-owned, parent company Celsius Holdings announced yesterday.

The Celsius Heat line had over $2 million in retail sales in its first year of launching, surpassing the company’s sales goals and suggesting high consumer acceptance, according to the company.

Launched last spring​, Heat was the second product line of Celsius’ portfolio of liquid supplements. Compared to the ‘original’ 12 fl oz Celsius line, Heat products come in a bigger can of 16 fl oz. It’s also different in that it features 300 mg of caffeine (100 mg more than the original line) and 2000 mg of L-Citruline to support vasodilation.

“The new line represents the continued commitment Celsius Holdings has to product innovation. We're aimed to meet consumers' needs, driving momentum at the trade level and adding new, future revenue streams to our product portfolio,”​ said John Fieldly, interim CEO and CFO of Celsius Holdings.

Sports nutrition grows in convenience channel

The 7-Eleven stores will carry two out of seven flavors in the Heat line, Cherry Lime and Strawberry Dragonfruit. The latter of the two is offered to 7-Eleven under the retailer's ‘First, Best, and Only’ program, which means the large national retailer an opportunity to sell a flavor not yet available at other convenience store retailers.

Initially, the line was distributed through the fitness channel. As a liquid supplement with sports-focused ingredients, Celsius Heat’s distribution with 7-Eleven hints at the growing presence of single-serve sports nutrition products in the convenience channel.

For example, Glanbia Performance Nutrition announced​ last fall that some of its products from the Optimum Nutrition and Isopure brands will be sold in convenience stores.

"At this point last year, Celsius Heat was about to be introduced. It's remarkable to have seven flavors placed in five channels of trade in less than one year," ​said Vanessa Walker, Executive Vice President of Marketing and Innovation at Celsius Holdings.

"It's a nod to the consumer's demanding healthier brands that truly function. It has also been exciting to see our distribution partners' acceptance of the new line, given this is an incredibly competitive category."

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