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This is certainly great news.
And despite in improving 4th QTR, the stock market, just like the consumer, has voted no confidence in Celsius.consumers
And yet the cans collect dust on the shelf
All that is true here is that the Celsius brand is stillborn.
Same old Celsian delusions. Celsius in not even a blip on the radar. They have no market share. Their 10+ year track record in one on faiure to launch.
They are but a pimple on the butt of the Flea that is on the butt on the Elephant.
Thank you Captain Obvious. Based on the past 10 plus years track record, Celsius is not going to be a factor in the market again this summer.
Great, maybe they should hire you as the Director of Marketing. Glad you solved what has never worked for over a decade.
Delusional Celsian, Celsians have been saying this same shit for a decade. The brand is stillborn.
After over a decade of massive red ink and a 0 market share.
Same old Celsian pumping. "Somethings are happening, Big stuff about texplode, Possible big buyout"
How has that played out over the past decade?
They have had TV in the past. They have done many things over the years. The results have always been the same, no spark, no market share. Keep flogging the dead horse Celsians.
Check on that. These are not corporate AB or Pepsico, just a couple of small market distributors. This brand has never sparked.
Celsius has been flogging this dead horse for a decade.It is the same old story. Great potential,but it has not caught on with any sort of volume and it does nothing but lose millions of dollars
NJM,
I would say this:
1. Food revolution going on. TRUE
2. The sector is hot. NOT TRUE there is no category
3. Got a new CEO. TRUE, the founders were incompetent amateurs and the new team has a better background
4. Got significant capital backing. TRUE, they will need it
The concept of a fat burning beverage has had a rock solid track record of solving for an issue that does not seem to exist. Celsius was a good idea that has never caught on with consumers. I like the concept but consumers have not been picking it up. New have not created a category, PERIOD.
1. Millennials are not only talking healthy anymore but actually buying healthy. - TRUE, they are not buying Celsius.
2. The big players see the revolution going on. There is a reason why Dr. Pepper Snapple paid $1.7B for a $125M revenue stream (losing $10M per year), why Pepsi bought KeVita for $500M, Coke made an investment in Monster, SUJA, Vita Coca, and the list goes on. - The brands the big boys bought have a positive sales track records, Celsius does not.
3. CEO received an award, has a solid reputation as a seasoned industry vet. TRUE
4. Between Russell, the Goldman Sachs guy, and the Chinese billionaire, they are entering new markets, new distribution points. Nothing brings a greater return on investment than distribution. - They only thing that brings an ROI is sales. Celsius has proven that over and over again. At one time they were in all the big chains (30,000+) store nation-wide. The cans gathered dust, the chains deleted the brand. Non-performance cost MILLIONS of dollars. New distribution merely fills the pipeline, sales make the pipeline pump both ways (CASES OUT, DOLLARS BACK) Until that happens, this will go nowhere.
I would caution that that story has been repeated over and over at Celsius for a decade and the results have always been the same. Groundhog day Celsians
I stand corrected, 2 quarters in 12 years.
"we could see something we haven't seen in years!" Hopefully a market share of any kind and even a penny of profit would be nice since you have not produced it in over a decade of existence.
Groundhog Day NewJericoMan. This is the same old broken record with this company for over a decade. Look it up for yourself.
After of over a decade of trying to create "buzz", the brand will not spark. You can not light this wet turd Celsians.
All of the above.
All of this data is 100% true. Energy drinks have been in a very very robust growth mode since the day Celsius was conceived.
Yet there is one other data set you did not mention. Celsius has not captured any of these trends and has NEVER garnered any market share in any beverage category. This dog don't hunt.
There have dozens of "talented people involved with Celsius over the 10+ years the brand has been in existence. It has always been about the "Promise" of the brand and people.
The consistent reality has been very marginal sales, no market share, massive ($52 million) losses.
More Celsian smoke and mirrors. There is no implication about Celsius and Jillian Michaels here. Aquahydrate paid for this deal and has NOTHING to do with Celsius.
That was a very positive presentation. Nothing but positives. Just no mention of the ongoing massive losses and negligible market share. Sell the sizzle, not the steak.
Run your analysis on Celsius sales per outlet vs other brands. Their volume in miniscule.
If you don want to compare them to Dr Pepper (who did not drug the beverage, it was the cocaine in Coca-Cola) Try any of these:
FUZE
Arizona Tea
Powerade
Snapple
Vita Coco
Zico
Fanta
Nestea
A&W
This tertiary brands ALL outsell Celsius by miles and miles.
Yes, a Press Release, that will spark this puppy to life. That will cause consumers to start buying the cans that are getting dusty on the shelves.
Toooo funny MMM
Celsian,
The amount of beverages that Celsius sells every year is negligible. Dr Pepper spills more in one day than Celsius sells all year and he is the smallest of the big three.
They are not even a blip on the radar sales wise and they have lost millions and million of dollars over 10+ years under every regime.
Nothing can spark this Frankenstein to life. This baby is stillborn.
Maybe they are movers and shakers elsewhere but Celsius ain't moving and ain't shaking.
Negligent sales and negative profits since day one no matter who is behind the company.
The quarterly report reflects two things that have plagued Celsius forever. Pipelines and pull through.
The Q-1 report is the tale of two pipelines. The Swedish pipeline draining and the US pipeline filling new orders from two big C-stores chains.
But the real problem is lack of pull-through. Celsius gets to the shelves but the consumer acceptance is just not there at levels to sustain the brand profitably. No matter what they have done, it has never gained traction with the consumer.
And sales of Celsius remain less than marginal and losses remain strong! Consistent year over year.
"When a company with deeper pockets is looking at your company, they may be less concerned with how well you’re doing and more concerned with how good the product is."
This what Celsians have believed all along. Sadly, it has not and will not work out that way. There are tons of quality products out there. The only way a larger company would buy a company would be if they have
A) built a brand
B) built it profitably
Celsius has for mare than a decade consistently failed to achieve those two goals.
They keep throwing people and money at it it it does not catch on with consumers and investors.
Just the facts M'AM
You have brought up a valid point about the types of outlets. I will ask Celsius for answers.
Since you have a relationship with the new crew. Please ask for and publish here the answers to a couple of questions. How many active outlets are there now, What is the case volume, and what is the average VPO?
Let's see if things have changed.
At their highest velocity, they averages less than one can per outlet per week. With that VPO (Volume per Outlet), coupled with the massive losses to achieve that volume make them unbuyable. Period, end of story.
That is a great idea. That is their core market.
Yeah, she can come over to watch Celsians continuously flog this dead horse.
If they had a sales history in C-stores you could predict the volume. Oh yes they do. Less than one can per store per week with a comprehensive national advertising support behind them. Followed by every C store in the country dropping the brand.
GLTA Clesians
If only they had a decade plus record of MASSIVE losses, oh crap, they do
10+ years insignificant sales, massive losses. It is the same old story.
The only things that Celsius has a proven attraction for is -
Dust on the cans and MASSIVE LOSSES