SOURCE: Celsius Holdings, Inc.

May 16, 2008 09:33 ET

Griffin Beverage Company Establishes Celsius in Upper Michigan

Calorie Burning Celsius Rolling Out in 41 Additional Counties

DELRAY BEACH, FL--(Marketwire - May 16, 2008) - Celsius Holdings, Inc. (OTCBB: CSUH) announced today their distribution partnership with Griffin Beverage Company. 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, is completing its distribution coverage for the state of Michigan.

Griffin Beverage is a beverage wholesaler that covers much of Michigan with a broad range of products from beer, wines, liquor, soft drinks and chips with such brands as Anheuser Busch, Corona, Heineken, Smirnoff, Red Bull, Jones Soda, and Bacardi that has served its market since 1967.

"Celsius is a great addition to our portfolio for several reasons. The first is that in addition to the retailers in the drug and grocery channels such as Walgreens and Meijers, we have already added over 200 independent retailers. The fact that Celsius contains so many of the nutritional ingredients people are looking for today, without the calories, it has helped us add new accounts and channels previously untapped by us. For example: We have already added close to 50 new accounts in the health & fitness channel and the sales remain strong. Another reason is because of the way we were able to roll it out. Celsius was already planned into some of our larger chains so we started there and that gave us a head start to really understand the brand and its value proposition before we launched into our independent accounts. Our sales representatives' enthusiasm and confidence grew as they saw the sales increasing in the initial accounts such as Walgreens. Celsius also fits well among the wide range of quality beverage choices we supply throughout our distribution territory and we believe as the leader and creator of the calorie burning category, Celsius, is a winner," said Brian Mueller, Director of Sales and Marketing.

Dick McGee, COO of Celsius, added, "Griffin has become a solid partner. Having such an established beverage distributor with broad coverage, along with our other Michigan distributors, helps us add key retailers throughout the region. Griffin is an important part of our key account DSD strategy."

About Celsius Holdings, Inc.

Celsius Holdings, Inc. 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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