Celsius To Debut “Celsius Heat” At National Association Of Convenience Stores

Celsius Holdings, Inc, maker of the leading global fitness drink, Celsius®, announced that it will debut its new trainer-grade line, Celsius Heat™, to the convenience store channel at the National Association of Convenience Stores Show, which runs from October 17-20 at McCormick Place in Chicago. Fitness titan and multiple-platinum recording artist, Flo Rida, is scheduled to put his muscle behind the brand with meet-and-greets on Wednesday, October 18 from 1-3pm CT at the Celsius booth, #1256. As the face of the Proven ad campaign, his broad demographic appeal and recognizable hits will drive significant brand interest and also trial. The Proven campaign will initially appear on billboards in Florida and Texas, beginning in November.

“Since we introduced our flagship brand Celsius® into the convenience channel in early 2016, the brand has performed exceedingly well, meeting the demands of the on-the-go health conscious consumer,” said John Fieldly, Interim CEO and CFO. “Our latest Spins data shows a 68% year-over-year increase, validating our positioning as a healthy, functional fitness drink, which is resonating with consumers. We are excited to introduce a new line in our product portfolio Celsius Heat™ and bring proven function and innovation to the category.” Flo Rida says he relies on Celsius Heat™ to optimize his training results and give him the healthy energy he needs to rock grueling concerts and workouts.

Flo Rida personifies the brand and is the newly appointed Celsius Heat™ Elite, Chief Ambassador, who will lead the “Heat Elite,” a hand-picked group of individuals who excel at fitness performance and are Proven to excel in their chosen field, thus the campaign theme. Flo Rida puts a premium on health and fitness and believes in the delicious, thermogenic pre-workout drink, is a 16 oz., carbonated can packed with 2,000 mg of L-citrulline and 300 mg of caffeine. It is designed to provide a healthier, supercharged version of the proprietary, thermogenic Celsius® formula for athletic trainers, body builders, military personnel and endurance athletes looking to optimize their training results.

“Like our flagship brand Celsius®, Celsius Heat™ is like no other drink in the cold vault,” said Vanessa Walker, EVP of Sales and Marketing. “We are introducing it to the channel at a time when consumers are searching for what’s next in energy. We are providing c-stores the opportunity to offer consumers a new, innovative entrant in the energy category. Aside from being proven to increase metabolism, with increased levels of caffeine and L-citruline, it is the perfect fitness drink. New to the energy door, it is a great 16 oz. item for c-store consumers who are looking for more from their energy drinks.” For additional information, please visit celsiusheat website and for all press inquiries, product samples or interview inquires please contact: Media inquiries: Megan Bell at Rosica Communications – megan@rosica website, 201.843.5600.

Source: Celsius