Food and beverage executive brings nearly three decades of industry leadership, sales, commercial planning and partnership management experience
Joins in newly created COO role to accelerate Celsius' growth and expansion
BOCA RATON, Fla., March 03, 2025--(BUSINESS WIRE)--Celsius Holdings, Inc. (Nasdaq: CELH) today announced the appointment of Eric Hanson as President and Chief Operating Officer (COO), effective March 24, 2025. Hanson will report to John Fieldly, who will retain his role as Celsius Chairman and CEO. This addition supports Celsius’ pursuit of category leadership in functional beverages, where there continues to be significant growth opportunities.
Hanson will lead key growth-driving functions at Celsius and will apply his nearly three decades of experience in the food and beverage industry to unlock additional synergies with the company’s strategic partners. Hanson brings to Celsius deep experience leading sales, commercial planning and partnership management, and he most recently served as Senior Vice President of Strategic Partnerships at PepsiCo, where he managed a portfolio of brands representing over $3 billion in annual revenue.
"We are thrilled to welcome Eric to Celsius during an exciting time for the company as we continue to advance our compelling growth strategy to reach more people, in more places, more often," said Fieldly. "Eric is a proven leader with a wealth of expertise, positioning him well to drive strategic collaboration among our seasoned teams and to lead the integration and optimization of our acquisitions. I know Eric closely from our partnership with PepsiCo, and this appointment supports our vision to be a high-growth leader and deliver the greatest value to our consumers and shareholders."
Hanson added, "Celsius is driving the energy drink category’s growth. Its expanding portfolio of premium fitness and wellness lifestyle brands – soon to include Alani Nu – aligns with consumer megatrends, and I look forward to working with John and the rest of the team to help integrate this powerful portfolio, accelerate growth and innovation, and to further enhance operational excellence at Celsius."
About Eric Hanson Eric Hanson most recently served as the Senior Vice President of Strategic Partnerships at PepsiCo, Inc. In this role, he worked with PepsiCo’s partners, including Celsius, Keurig Dr. Pepper and Tropicana Brands. Since joining PepsiCo in 1997, Hanson has held a variety of leadership roles, including as the Senior Vice President of Energy Drinks, where he led the integration of the Rockstar Energy Drink business into PepsiCo following its $4 billion acquisition. He holds a Bachelor of Science from Indiana University, Kelley School of Business.
About Celsius Holdings, Inc. Celsius Holdings, Inc. (Nasdaq: CELH) is a leading better-for-you, functional lifestyle platform and the owner of energy drink brand CELSIUS® and hydration brand CELSIUS HYDRATIONTM. Born in fitness and pioneering the rapidly growing, better-for-you functional beverage category, the company creates and markets leading functional beverage products. For more information, please visit www.celsiusholdingsinc.com.
Forward-Looking Statements This press release contains statements by Celsius Holdings, Inc. ("Celsius," "we," "us," "our" or the "Company") that are not historical facts and are considered forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements may address, among other things, our prospects, plans, business strategy and expected financial and operational results. You can identify these statements by the use of words such as "anticipate," "believe," "could," "estimate," "expect," "intend," "may," "should," "will," "would," "could," "project," "plan," "potential," "designed," "seek," "target," variations of these terms, the negatives of such terms and similar expressions. These statements are based on certain assumptions that we have made in light of our experience in the industry as well as our perceptions of historical trends, current conditions, expected future developments and other factors we believe are appropriate in these circumstances. These forward-looking statements are based on our current expectations and beliefs concerning future developments and their potential effect on us. You should not rely on forward-looking statements because our actual results may differ materially from those indicated by forward-looking statements as a result of a number of important factors. These factors include, but are not limited to: changes to our commercial agreements with PepsiCo, Inc.; management’s plans and objectives for international expansion and global operations; general economic and business conditions; our business strategy for expanding our presence in our industry; our expectations of revenue; operating costs and profitability; our expectations regarding our strategy and investments; our ability to successfully integrate businesses that we may acquire, including our pending acquisition of Alani Nu; our ability to achieve the benefits that we expect to realize as a result of our acquisitions, including Alani Nu; the potential negative impact on our financial condition and results of operations if we fail to achieve the benefits that we expect to realize as a result of our business acquisitions, including Alani Nu; liabilities of the businesses that we acquire that are not known to us; our expectations regarding our business, including market opportunity, consumer demand and our competitive advantage; anticipated trends in our financial condition and results of operation; the impact of competition and technology change; existing and future regulations affecting our business; the Company’s ability to comply with the rules and regulations of the Securities and Exchange Commission (the "SEC"); and those other risks and uncertainties discussed in the reports we have filed with the SEC, such as our Annual Report on Form 10-K, Quarterly Reports on Form 10-Q and Current Reports on Form 8-K. Forward-looking statements speak only as of the date the statements were made. We do not undertake any obligation to update forward-looking information, except to the extent required by applicable law.
