Celsius Holdings is implementing a new strategy to manage its diverse energy drink portfolio. The company aims to stop sales overlap between its primary brand, Alani Nu, and Rockstar as it looks toward growth in 2027.
According to FoodNavigator Europe, the move comes as Celsius clears various distribution hurdles with PepsiCo. The restructuring is designed to ensure that each brand targets a distinct market segment to avoid brand cannibalisation.
