Celsius Acquires Alani Nutrition, Signaling Major Consolidation in Functional Beverage Market

Celsius Holdings is making another bold play — this time by acquiring Alani Nutrition, the influencer-fueled wellness brand known for its vibrant energy drinks and supplements. The move positions Celsius to tighten its grip on the fast-growing functional beverage space, where brand equity and shelf power are increasingly driven by lifestyle alignment.

Founded by social media personality Katy Hearn, Alani has carved out a loyal Gen Z and millennial audience through direct-to-consumer savvy, fitness-forward branding, and strong retail partnerships. Celsius, meanwhile, has rapidly evolved from a niche energy brand into a dominant player, with significant distribution momentum and high-profile partnerships — including its major investment from PepsiCo in 2022.

By acquiring Alani, Celsius gains more than just product lines — it absorbs an ecosystem of wellness culture appeal and a deeply engaged consumer base. It’s a signal that consolidation is accelerating in a category where crossover between energy, hydration, and beauty-adjacent wellness continues to blur.

The deal also suggests a broader shift: rather than build from scratch, major brands are looking to acquire community-led businesses that have already built strong market traction through digital-first strategies.

CorpBrief Insight:This acquisition reflects a sharpened strategic focus from Celsius: leverage lifestyle-led brand power to fuel long-term category dominance. As functional beverages mature beyond the startup phase, we can expect further rollups — especially among brands that sit at the intersection of fitness, flavor, and personal identity.