Celsius Holdings Inc (CELH)

[Toxic Avenger]

Well, I think the big guys (unlike CELH) tend to test market things and roll them out slowly, seeing what the acceptance factor is. You won't see national advertising until they've got product in place around the country.

Zico coconut water is a great example. Coke made a large investment in them and now packages the product for sale in the US. I've seen it at my local warehouse club, but I have yet to see any ads or promotion.

Whether they thought no one would buy it, or there would be too much negative publicity because of the caffeine/weight loss I don't know, but from what I recall at the time, they changed the labeling to conform to CSPI/FDA wanted (as did CELH I believe) but then stopped marketing it and selling it.