Calorie-burning beverage producer Celsius Holdings has announced a strategic partnership investment of $15.95m, as it seeks to consolidate its global market presence.
Celsius produces a range of branded calorie-burning beverages that research has suggested can help consumers burn 93 more fat, gain 50% more muscle, improve cardio fitness by 62% and increase endurance by almost a third, compared to being sedentary.
The investment was led by Hong Kong-based private investment firm Horizons Ventures. The announcement follows a 2007 investment in Celsius Holdings by Carl DeSantis, who previously grew Rexall Sundown into the world’s leading vitamin company before selling it for $1.8bn in 2000.
Celsius Holdings CEO Gerry David said: “Celsius is thrilled to announce this strategic partnership led by Horizons Ventures, Russell Simmons and Kimora Lee Simmons. On the cusp of our positive fourth quarter, we are excited for these business icons to join our team. This strategic partnership will broaden our reach across consumers and will further strengthen our position in both domestic and global markets.”
Chris Lai of Horizons Ventures added: “This is an interesting time in tech-centric food and beverage products as more consumers are striving towards healthier lifestyles. We are excited to support the Celsius team, which is meeting this growing demand with a revolutionary formula that keeps you energised while burning calories.”
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