Celsius Holdings Inc (CELH)

[NewJerichoMan]

Sparkling Energy Drinks

$CELH now has them. How big could this new category become? No idea, but the potential to be huge is evident. And they do have an extra $15M lying around to throw at the rollout.

The link below is about La Croix (and potential buyout) but the quoted paragraph below can be applied to Celsius's new product extension. The company is well-positoned to define this potentially new cateogry.

And, not least, their is the Vanessa Walker link, the person who "oversaw all aspects of LaCroix Sparkling Water brand" during its meteoric rise, is Celsius's EVP of Sales and Marketing. Of the nearly 7.5B people on this planet, I doubt their are 5 people better suited for trying to recapture the magic from the La Croix playbook.

http://www.valuewalk.com/2016/10/lacroixs-national-beverage-fizz/2/

Premium varieties and line extensions

Here is a thought experiment: Could “sparkling” capture energy beverage drinkers? We see it as inevitable and already in progress. Replace the artificial ingredients, sugar, and deceptive “crank” formulas found in today’s energy drinks with sparkling water that is fortified with natural, scientifically validated functional ingredients, first and foremost (the true magic ingredient) caffeine. It is the same “modernization program” that National Beverage has pursued with its Sparkling Shasta, but applied to the energy beverage market instead of soda pop and cola. Why not?