SOURCE: Celsius Holdings, Inc.

Celsius Holdings, Inc.

June 24, 2010 13:31 ET

Celsius Signs Coast Brands to Manage West Coast Distributor Network

Celsius Expands Distribution in California, Arizona, and Nevada With Powerful Group of 30 Major Distributors

DELRAY BEACH, FL--(Marketwire - June 24, 2010) -  Celsius Holdings, Inc. (NASDAQ: CELH) today announced the addition of Coast Brands Group LLC, a premier beverage brand management company, to expand and deepen Celsius' availability on the West Coast. Coast Brands is known for its expertise in servicing both major retail chains as well as independent retail accounts. Throughout this vast geography, Coast Brands services every major retail account in all channels of distribution -- grocery, drug, convenience, gas, and club.

"Our team is excited to carry Celsius as we know it is a winner. Celsius is unique, with its ability to burn fat and build muscle and is backed by proven clinical studies," said founder Bob Groux. "It's important to us that the company supports the brand with advertising that works, and we like the advertising that has been done in our area. We know it sells, as it is selling well in major retailers throughout the country and in our area. We are selective about the brands we carry and everyone throughout our entire region immediately wanted to carry Celsius. And, Celsius has a proven and experienced management team with expertise in beverages and supplements, a combination we value."

Coast Brands Group enables Celsius to gain additional distribution on the West Coast in major retailers due to the experienced distribution group, and as important, they provide the opportunity to service thousands of independent accounts. Earlier this year, Celsius outlined plans to expand its availability of cold single servings. Coast Brands is a significant partner to meet this objective.

"Over the past year our focus has been adding the larger national retailers. With most of them now on board, we are excited about extending our availability beyond the larger chains. Coast Brands has great relationships with the retailers it services throughout its area," said Dick McGee, President of Field Operations. "Their management team is highly effective as it has a diverse mix of talent -- beverage experience, retail buyers, and brand manufacturers. With over 100 years of experience in these areas, Coast is able to manage the complex needs of all the members of its supply chain to rapidly gain and grow new distribution. We are excited and confident in our mutual success."

About Celsius
Celsius®, Your Ultimate Fitness Partner ™, is a functional beverage that is powered by a proprietary blend of ingredients called MetaPlus®, which includes Green Tea with EGCG, Ginger, Caffeine, Calcium, Chromium, B Vitamins and Vitamin C. Available at retail locations nationwide, Celsius contains no sugar, no high fructose corn syrup, no aspartame, no artificial flavors, colors or preservatives, and is very low in sodium.

About Celsius Holdings, Inc.
Celsius Holdings, Inc. (NASDAQ: CELH) markets Celsius®, Your Ultimate Fitness Partner™, which is backed by science. Celsius is dedicated to providing healthier, everyday refreshment through science and innovation. Information about Celsius Holdings, Inc. and Celsius, Your Ultimate Fitness Partner™, is available at

About Coast Brands Group, LLC
Coast Brands Group, LLC is a brand representation and consulting services firm located in Newport Beach, California and is the leading provider of concept-to-market solutions for beverage brands looking to establish or expand distribution and sales on the West Coast. Coast Brands represents approximately 30 distributors that together reach over 30,000 retail accounts in California, Arizona and Nevada.

Forward-Looking Statements
Certain statements made in this press release are forward-looking in nature (within the meaning of the Private Securities Litigation Reform Act of 1995) and, accordingly, are subject to risks and uncertainties. The actual results may differ materially from those described or contemplated and consequently, you should not rely on these forward-looking statements as predictions of future events. Certain of these risks and uncertainties are discussed in the reports we file with the SEC.

Contact Information