SOURCE: Celsius Holdings, Inc.

January 07, 2008 14:30 ET

Calorie-Burning Beverage Category on Fire

Celsius the Innovative Beverage Again Recognized for Its Leadership in Establishing Growing Category

DELRAY BEACH, FL--(Marketwire - January 7, 2008) - Celsius Holdings, Inc. (OTCBB: CSUH) continues to receive recognition for its award-winning, calorie-burning beverage, Celsius. Beverage World Magazine -- a leading resource for the global drinks industry -- featured Celsius in their December 15, 2007 issue as part of their third annual HIT List. The HIT List showcases what is Hot, Innovative and Trendsetting across all levels of the beverage business. The List reports that the calorie-burning category has caught fire and is helping to take diet drinks to the next level beyond low-calorie or zero calorie to negative calorie. Drinks in this category actually help consumers burn calories by increasing their metabolism.

Celsius is the first healthy calorie-burning beverage that delivers sustained energy and great taste, backed by trusted science. With the emergence of this new and exciting category of beverage, Celsius is successfully offering consumers an option for healthy refreshment that is backed by innovation, science and diligent research.

"We are extremely proud of the strides we took in 2007 towards establishing the category of calorie-burning beverages, as well as solidifying Celsius as the leading name in that class," said Erin Gabrielle Heit, Vice President of Marketing for Celsius, Inc. "Our mission is to develop and commercialize category creating brands targeted to large markets. We have created our first category while also building the management team, our Point of Sale materials and marketing programs as well as building our distribution network. The team and foundation that is in place will be a strong growth pad for this coming year. We are all ready and prepared for the growth we are planning for in 2008."

About Celsius Holdings, Inc.

Celsius Holdings, Inc. (OTCBB: CSUH) manufactures Celsius through its wholly owned operating subsidiary, Celsius, Inc. Celsius, Inc. is quickly gaining attention in the emerging $36 billion functional food and beverage industry, as the creator of the negative calorie beverage category and as a pioneer and leader in developing healthier beverage choices. Celsius, Inc. is building unique distribution strategies to gain broad penetration in all channels serving its consumer targets in all geographies. The continued mission of Celsius, Inc. is to create healthy refreshment through science and innovation and growth through passion and integrity. Celsius is available through multiple channels including grocery, drug, convenience stores, gyms and nutrition stores. Celsius is proudly carried by fine establishments such as Raleys, Vitamin Shoppe, Hi-Health, Valero Corner Stores, Diamond Shamrock, Hannaford Supermarkets, Heinens, Sweetbay Supermarkets, Meijer's, Discount Drug Mart, King Soopers, Krogers, Dillions, Fry's, Smiths, Gelsons, Market Baskets, Bristol Farms and Central Markets. For more information about Celsius and Celsius, Inc., please visit For investor information, please visit

About Celsius®

Celsius is a dietary supplement that in multiple clinical studies has been shown to burn calories, boost energy and increase metabolism for up to 3 hours. In the most recent study conducted at the University of Oklahoma and released at the International Society of Sports Nutrition, Celsius was shown to burn more than 100 calories. Celsius contains a blend of ingredients including Green Tea with EGCG, Ginger, Calcium, Chromium, B Vitamins, and Vitamin C. Celsius contains none of the bad ingredients typically found in many drinks -- no sugar, no carbs, no preservatives, no high fructose corn syrup, no trans fats, and it has very little sodium. Celsius is available in 5 great-tasting flavors including Orange, Cola, Lemon-Lime, Wild Berry and Ginger Ale.

Forward-Looking Statements

This press release may contain statements, which are not historical facts and are considered forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements contain projections of Celsius Holdings' future results of operations, financial position or state other forward-looking information. In some cases you can identify these statements by forward-looking words such as "anticipate," "believe," "could," "estimate," "expect," "intend," "may," "should," "will," and "would" or similar words. You should not rely on forward-looking statements because Celsius Holdings' actual results may differ materially from those indicated by these forward-looking statements as a result of a number of important factors. These factors include, but are not limited to: general economic and business conditions; our business strategy for expanding our presence in our industry; anticipated trends in our financial condition and results of operation; the impact of competition and technology change; existing and future regulations effecting our business, and other risks and uncertainties discussed in our reports Celsius Holdings files from time to time with the Securities and Exchange Commission. Celsius Holdings does not intend to and undertakes no duty to update the information contained in this press release.

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