SOURCE: Celsius Holdings, Inc.

October 31, 2007 09:53 ET

Celsius Turns Up the Temperature on Central Market Shelves

DELRAY BEACH, FL--(Marketwire - October 31, 2007) - Celsius Holdings, Inc. (OTCBB: CSUH) announced today that Celsius, the first healthy, calorie burning beverage that delivers sustained energy and great taste, based on trusted science, will now be available at Central Market, a specialty grocery retailer widely recognized as the destination for people who are passionate about food. The move expands the company's growing portfolio of accounts designed to distinguish Celsius as a "next generation" beverage.

"Celsius is an advanced product that delivers 'real' function that responds to today's demand for healthier products," said Erin Heit, Marketing VP, Celsius, Inc. "Central Market's eight stores in Texas will give Celsius another platform to reach upscale consumers who are seeking better-for-you foods and beverages. We both have a common goal of providing progressive options for consumers."

To create awareness and stimulate trial among Central Market customers, Celsius will conduct a series of in-store samplings, place advertisements in Central Market's circulars and create pallet displays.

About Celsius®

Celsius is a dietary supplement that in multiple clinical studies has been shown to burn over 100 calories, sustain 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 artificial coloring, 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.

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, Kowalskis, Vitamin Shoppe, Hi-Health, Valero Corner Stores, Diamond Shamrock, Hannaford Supermarkets, Heinens, Snyders, Sweetbay Supermarkets, Discount Drug Mart, King Soopers, Krogers, Dillions, Fry's, Smiths, Gelsons, Market Baskets, and Central Markets. For more information about Celsius and Celsius, Inc., please visit http://www.celsius.com. For investor information, please visit http://www.redchip.com

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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