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Celsius Holdings a prominent player in the functional beverage sector, has announced the launch of a new flavour in its Celsius Vibe line, named Celsius Retro Vibe.

This addition aims to enhance the brand's portfolio, which is characterised by innovative flavour profiles and experiential marketing strategies.

The Celsius Retro Vibe flavour is described as a nostalgic blend featuring tangy raspberry, orange and lime, reminiscent of classic sherbet. This new offering seeks to appeal to consumers' desire for unique taste experiences that evoke memories of simpler times.

The formulation maintains the brand's commitment to quality, incorporating essential vitamins and zero sugar, positioning it as a healthier alternative to traditional sugary energy drinks.

Celsius has positioned itself as a disruptor in the energy drink market, focusing on functional beverages that cater to health-conscious consumers.

The introduction of Retro Vibe aligns with the brand's strategy to provide options that support an active lifestyle without compromising on taste or functionality.

Celsius's chief marketing officer, Kyle Watson, highlighted the emotional connection the flavour aims to foster: "Retro Vibe isn’t just a flavour – it’s a feeling".

This approach reflects a growing trend in the beverage industry where brands seek to create not just products, but experiences that resonate with consumers on a personal level.

The new flavour is now available at Target stores nationwide, further expanding Celsius' retail presence and accessibility.

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