SOURCE: Celsius Holdings, Inc.

May 19, 2008 08:30 ET

B & B Beer Distributing Launches Celsius in Western Michigan

Calorie Burning Celsius Now Available Throughout the State of Michigan

DELRAY BEACH, FL--(Marketwire - May 19, 2008) - Celsius Holdings, Inc. (OTCBB: CSUH) announced today their distribution partnership with B & B Beer Distributing. Celsius®, the original, great tasting calorie burner, a healthier choice that has been clinically tested and shown to burn calories, by raising metabolism for over a 3-hour period, now has distribution throughout the state of Michigan.

B & B Beer Distributing was founded in 1933 and has been owned and run by the Sullivan Family since 1977. As member of the West Michigan Community B & B and its employees have always taken pride in adding to the quality of life in the markets that they serve. The company is involved in numerous charitable endeavors, special events / sponsorships, as well as programs designed to encourage the responsible consumption of their products.

"After a period of disciplined and targeted distribution efforts, we are starting to see the Celsius brand develop a strong following in the West Michigan area. Celsius® has become a wonderful addition to the B & B portfolio of functional beverages," said Tim Sullivan, Vice President of B & B.

Dick McGee, COO of Celsius, added, "With the addition of B & B, we now have Michigan covered with a network of high quality distributors. As we gain total coverage throughout a region, we are able to then service the larger retailers with store locations across a wide area. B & B is an important component for our DSD strategy for such retailers as Meijers. Their professional approach to helping to build a brand is also paying off in other channels, such as several college campuses. They really understand our target market. Partners like this are important, as you build a brand and a new category in the beverage business."

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 Walgreens, Krogers, Vitamin Shoppe, Raleys, QFC, Hi-Health, Valero Corner Stores, Diamond Shamrock, Hannaford Supermarkets, Heinens, Sweetbay Supermarkets, Meijer, Discount Drug Mart, King Soopers, Dillions, Fry's, Smiths, Gelsons, Demoulas 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 the original, great tasting calorie burning beverage. It is a dietary supplement that in multiple clinical studies has been shown to burn calories by raising metabolism for 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 the 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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