SOURCE: Celsius Holdings, Inc.

April 17, 2008 17:03 ET

Varni Establishes Celsius in Central California

Calorie Burning Beverage Teams Up With Well-Rounded Distributor

DELRAY BEACH, FL--(Marketwire - April 17, 2008) - Celsius Holdings, Inc. (OTCBB: CSUH) announced today their distribution partnership with Varni Brothers Corp. 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, will be rolling out in the Central Valley California market.

Varni Brothers has been producing and distributing softdrinks and other beverages since 1933. Family owned and operated, they carry other well-known brands such as 7-Up, Snapple, Jones Soda, NOAH'S Spring Water, and Rockstar.

"We were eager to bring the Celsius brand into our portfolio to provide consumers in the central valley of California access to this great-tasting, unique beverage. Celsius contains so many of the nutritional ingredients people are looking for today, without the calories. Celsius also provides energy and has the ability to actually burn calories. Who could resist all those positive qualities wrapped up into one great looking package? Celsius fits well among the wide range of quality beverage choices we supply throughout our distribution territory. We believe the time is right for Celsius, and based on our initial sales, it looks like we have a winner," said Tony Varni, President of Varni Brothers.

Dick McGee, COO of Celsius, added, "As we continue to build momentum on the west coast, it helps having partners with such long term experience in not only their market but also with non-alcoholic beverages. They have strong relationships with their customers; the retailers that we need, to continue our growth."

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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