NasdaqCM:CELHBeverage
Should PepsiCo’s Expanded Partnership and Rockstar Deal Reshape the Celsius Holdings (CELH) Investment Narrative?
On August 29, 2025, Celsius Holdings and PepsiCo announced an expanded long-term partnership, with Celsius acquiring the Rockstar Energy brand in the U.S. and Canada, while PepsiCo increased its stake in Celsius to 11% through a US$585 million investment and gained an additional board seat.
This agreement positions Celsius Holdings as PepsiCo's lead energy drink partner in the U.S., integrating Alani Nu into PepsiCo’s distribution and expanding Celsius's portfolio and market reach.
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