UNITED STATES

SECURITIES AND EXCHANGE COMMISSION

WASHINGTON, D.C. 20549

 

FORM 8-K

 

CURRENT REPORT

 

Pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934

 

Date of Report (date of earliest event reported): March 29, 2018

 

CELSIUS HOLDINGS, INC.

(Exact name of registrant as specified in charter)

 

Nevada

(State or other jurisdiction of incorporation)

 

000-55663   20-2745790
 (Commission File Number)   (IRS Employer Identification No.)

 

2424 N Federal Highway, Suite 208, Boca Raton, Florida 33431

 (Address of principal executive offices and zip code)

 

(561) 276-2239
(Registrant’s telephone number including area code)

 

 
Former Name or Former Address (If Changed Since Last Report)

 

Check the appropriate box below if the Form 8-K filing is intended to simultaneously satisfy the filing obligation of registrant under any of the following provisions:

 

  ☐ Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425)

 

  ☐ Soliciting material pursuant to Rule 14a-12(b) under the Exchange Act (17 CFR 240.14a-12)

 

  ☐ Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d-2(b))

 

  ☐ Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c))

 

Indicate by check mark whether the registrant is an emerging growth company as defined in Rule 405 of the Securities Act of 1933 (§230.405 of this chapter) or Rule 12b-2 of the Securities Exchange Act of 1934 (§240.12b-2 of this chapter). Emerging growth company  ☐

 

If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act. ☐

 

 
 

 

 

When used in this Current Report on Form 8-K, unless otherwise indicated, the terms “ the Company ,” “ Celsius ,” “ we ,” “ us ” and “ our ” refer to Celsius Holdings, Inc. and its subsidiaries.

 

Item 8.01. Other Events.


On March 29, 2018, the Company issued a press release announcing (a) its entry into the drug store channel with the distribution of the CELSIUS® Originals product line at CVS stores nationwide , and (b) its expansion into Food Lion and Hannaford grocery stores which are part of the global food retailer Ahold Delhaize.

 

A copy of the Company’s press release dated March 29, 2018 is attached hereto as Exhibit 99.1 and is incorporated herein by reference.

 

Item 9.01 Financial Statements and Exhibits.

 

  (d) Exhibits

 

Exhibit No   Description
     
99.1   Press Release Dated March 29, 2018.

 

SIGNATURE

 

Pursuant to the requirements of the Securities Exchange Act of 1934, the registrant has duly caused this report to be signed on its behalf by the undersigned hereunto duly authorized.

 

   CELSIUS HOLDINGS, INC.  
       
Date:  April 2, 2018 By: /s/ John Fieldly  
    John Fieldly, Interim President and Chief Executive Officer; Chief Financial Officer  

 

 

 

 

 

 

 

 

 

 

 

 

Exhibit 99.1

 

 

 

 

 

 

FOR IMMEDIATE RELEASE

Investor Relations:

Cameron Donahue

(651) 653-1854

cameron@haydenir.com

 

 

CELSIUS HOLDINGS, INC. ANNOUNCES ENTRY INTO DRUG STORE CHANNEL WITH PRIME PLACEMENT AT CVS; CONTINUES EXPANSION SECURING TWO DIVISIONS OF GLOBAL CONGLOMERATE, AHOLD DELHAIZE

Celsius Strengthens East Coast Footprint, Added to 1,000 Food Lion Stores

and Authorized in Hannafords Grocery Stores

 

BOCA RATON, FL, March 29, 2018 – Celsius Holdings, Inc. (Nasdaq: CELH), maker of the leading global fitness drink, CELSIUS®, today announced its entry into the drug store channel with distribution of its Originals line at over 550 CVS stores nationwide. CVS will carry three flavors including Sparkling Orange, Sparkling Watermelon and Non-Carbonated Raspberry Acai Green Tea. Notably, CELSIUS ® will be positioned in the front checkout lane coolers, a strategic, high-visibility placement where consumers can grab and go with a single-serve when entering the store or while checking out. CELSIUS®’ entrance into the drug store channel is yet another milestone for the fast-growing brand.

 

“Through CVS, the brand will reach a vast, new audience of health minded consumers, and its prime placement at the front checkout lane coolers makes it possible to introduce new consumers to the CELSIUS® brand, a great tasting, functional fitness drink that provides a source of healthy energy. CELSIUS ® aligns with CVS’s commitment to helping people maintain their health,” said John Fieldly, Chief Financial Officer and Interim CEO. “Based on our mounting successes and continued growth, we know CELSIUS ® will attract a health minded consumer and create an offering CVS can be proud to have in their cold coolers. We remain excited for the opportunity to further penetrate their total network of over 9,600 locations.”

 

In addition to securing prime placement with its initial entry into the drug store channel, CELSIUS ® accelerated its momentum in the traditional retail setting with its expansion in two banners of the global food retailer, Ahold Delhaize: Food Lion and Hannaford. Food Lion is the dominant grocery chain in the South Atlantic, Georgia, and the Mid-Atlantic, with 1,100 stores, and Hannaford has 189 stores in five states throughout New England. Ahold Delhaize operates in 23 states from Georgia to Maine and also includes Stop & Shop, Giant Landover, Giant Martins and e-tailer, Peapod.

 

“CELSIUS ® ’ national expansion into CVS is perfect timing for our growing brand presence, as we recently became the Tough Mudder Presenting Sponsor for the 2018 North America series.” said Vanessa Walker, Executive Vice President, Marketing and Innovation. “We’re excited because these new retail placements provide CELSIUS® fans an opportunity to purchase the brand in their local community. We plan to do our part driving foot traffic to our retail partners, as the three million strong “Tough Mudder Nation”, will be patrons of stores where they can buy their favorite CELSIUS® flavors. Retailers will have access to millennial, and healthy lifestyle consumers, as brands such as CELSIUS® have experiential marketing presence at large scale events, such as Tough Mudder, present in thirty five cities. This drives awareness, and in our case, education about the ‘Fitness Drinks’ segment, which we are pioneering to meet today’s consumer demands.”

 

 

 

CELSIUS® is a fitness drink which is proven to function, and provide healthy energy. The proprietary, thermogenic MetaPlus® formula, accelerates metabolism and, burns body fat and calories, when combined with exercise.  CELSIUS ® contains no sugar, no high-fructose corn syrup, no aspartame, no preservatives, no artificial flavors or colors, no gluten, is vegan and very low in sodium. CELSIUS ® is sold nationwide at retailers across all channels, including grocery, convenience, gyms, military and

e-commerce websites.

 

About Celsius Holdings, Inc.

Celsius Holdings, Inc. (Nasdaq: CELH), founded in April 2004, is a global company with a proprietary, clinically proven formula for its brand CELSIUS®. Celsius Holdings, Inc. has a corporate mission to become the global leader of a branded portfolio consisting of proprietary, clinically proven innovations which offer significant health benefits.

 

CELSIUS®' Original Line comes in seven delicious sparkling and non-carbonated flavors in sleek 12oz cans and is also available in single-serve powder packets. The CELSIUS® Natural Line is available in six refreshing flavors: three sparkling and three non-carbonated. This line is naturally caffeinated and naturally sweetened.

 

Celsius’ trainer-grade CELSIUS HEAT™ offers an additional 100mg of caffeine over CELSIUS®, to total 300mg per can, and also contains 2,000mg of L-citrulline, a vasodilator. CELSIUS HEAT™ is sold in 16oz cans and is available in seven carbonated flavors: Inferno Punch, Cherry Lime, Blueberry Pomegranate, Strawberry Dragonfruit, Tangerine Grapefruit, Apple Jack'd and Orangesicle. CELSIUS HEAT™ is a thermogenic pre-workout drink and targets professional trainers, competitive athletes, the military and first responders. CELSIUS HEAT™ was developed for those seeking a trainer-grade version of CELSIUS® as compared to the Original Line, which is sold in a smaller can package and appeals to the masses as an active lifestyle brand.

 

CELSIUS® is sold nationally at fitness clubs, 7-Eleven, Sprouts, The Fresh Market and key regional retailers such as HEB, Publix, Winn-Dixie, Harris Teeter, Shaw's and available on Amazon.com.

 

CELSIUS®' functional claims are backed by six published university studies. The first study was conducted in 2005 and additional studies from the University of Oklahoma were conducted over the next five years. The studies were published in peer-reviewed journals and validate the unique benefits that CELSIUS® provides. For more information, please visit the brand websites: www.celsius.com, www.celsiusheat.com, and investor site www.celsiusholdingsinc.com.