Celsius: A Temporary Respite

The catalyst is not difficult to discern. Fifty-three weeks ago, Celsius announced the acquisition of Alani Nu. A price of $1.65 billion. At the time, Celsius was experiencing a decline in sales, its third consecutive quarter. Alani Nu offered a smaller, but potentially ascending, brand, aimed at a distinct demographic. The transaction, viewed charitably, was a gamble on arrested decline.






