Who Owns Alani?

Celsius Holdings owns Alani Nu following a $1.8 billion acquisition completed in 2025. The energy drink brand, founded in 2018 by Katy Hearn Schneider and her husband Haydn, was previously operated by Congo Brands before the transaction. This strategic acquisition positions Celsius as a dominant force in the functional beverage market, combining two rapidly growing brands that appeal to distinct consumer demographics. The deal structure included $1.275 billion in cash, $500 million in Celsius stock, a potential $25 million earn-out, and $150 million in tax assets. Alani Nu’s exceptional growth trajectory and strong female consumer base made it an attractive target for Celsius, which seeks to expand beyond its fitness-focused positioning. The combined entity operates under Celsius Holdings, with Alani Nu maintaining its brand identity while benefiting from enhanced distribution networks. Following the acquisition, Celsius also acquired the Rockstar Energy brand from PepsiCo, further strengthening its portfolio in the competitive energy drink landscape where major players include Red Bull and Monster Beverage Corporation.

Who Owns Alani Nu Brand

Current Ownership Structure

Celsius Holdings Inc. holds complete ownership of Alani Nu as a wholly owned subsidiary within its corporate structure. The acquisition closed in the second quarter of 2025 after receiving necessary regulatory approvals and meeting customary closing conditions. Alani Nu now operates alongside Celsius’s other brands, including the flagship Celsius energy drink and Rockstar Energy, creating a comprehensive portfolio that addresses multiple consumer segments.

Operational Integration

The brand maintains operational independence while leveraging Celsius’s resources and distribution networks. Key members of Congo Brands leadership team agreed to continue as advisors to ensure business continuity during the integration phase. Transition services agreements and consulting arrangements were established to retain crucial brand leadership throughout the process. John Fieldly, Chairman and CEO of Celsius Holdings, oversees the combined operations with the goal of expanding Alani Nu’s availability while preserving its authentic brand identity and community connections.

History of Alani Nu Co-founders

Katy Hearn Schneider Journey

Katy Hearn Schneider co-founded Alani Nu in 2018 with a clear vision to create products that made women feel their absolute best. Her background in fitness and social media influence provided the foundation for building a brand that resonated authentically with female consumers. Katy leveraged her personal brand and deep understanding of wellness products to develop functional beverages that addressed specific needs of her target demographic. Her entrepreneurial approach combined product innovation with community building, creating a movement of strong, confident women around the brand.

Haydn Schneider Partnership

Haydn Schneider partnered with Katy as co-founder, bringing complementary skills to the venture. Together, they transformed an initial concept into a billion-dollar brand within seven years. The couple’s combined expertise in fitness, nutrition, and business operations enabled rapid scaling. Their partnership with Congo Brands provided manufacturing capabilities and distribution infrastructure necessary for national expansion.

Congo Brands Connection

Max Clemons and Trey Steiger, co-founders of Congo Brands, played instrumental roles in Alani Nu’s development. Congo Brands, established in 2014 as both a white-label product manufacturer and investment holding firm, held majority ownership through a holding company structure. The Louisville-based company brought critical operational expertise, supply chain management, and capital to support aggressive growth. This partnership model, which Congo Brands also employed with Prime Drink, proved highly successful in building multiple billion-dollar beverage brands.

Who is on the Board of Directors for Alani Nu

Following the acquisition, Alani Nu operates under the governance of Celsius Holdings’ board of directors. The Celsius board provides strategic oversight for the entire portfolio, including Alani Nu, Celsius, and Rockstar Energy brands. The board composition reflects diverse expertise across beverage operations, finance, consumer goods, and strategic partnerships.

Chairman and Chief Executive Officer

John Fieldly serves as Chairman and CEO of Celsius Holdings. Appointed CEO in April 2018 and named Chairman in August 2021, Fieldly brings extensive experience in the beverage industry. His leadership has guided Celsius through significant growth and strategic acquisitions. Fieldly directly oversees the Alani Nu integration and maintains responsibility for the combined company’s strategic direction. His vision for building a better-for-you functional lifestyle platform drove the decision to acquire Alani Nu.

PepsiCo Strategic Representatives

Michael Del Pozzo joined the Celsius Holdings board in August 2025 as a PepsiCo nominee. He currently serves as PepsiCo’s President of North America Commercial and Customer, a position he assumed in January 2025. Del Pozzo’s nearly 25 years at PepsiCo across multiple divisions provides valuable perspective on scaling beverage brands. His appointment strengthened the strategic partnership between Celsius Holdings and PepsiCo, which manages distribution for the Celsius portfolio including Alani Nu.

Israel Kontorovsky serves on the board as another PepsiCo designee, appointed in October 2024. He brings over 30 years of consumer packaged goods expertise and currently serves as PepsiCo’s Latin America Chief Financial Officer. Kontorovsky also serves on the board’s Audit and Enterprise Risk Committee, contributing financial and operational expertise from leading global CPG companies. His international experience supports Celsius Holdings’ expansion objectives.

Finance and Operations Expertise

Cheryl Miller serves as a board member, bringing extensive financial leadership from the automotive sector. She currently serves as Executive Strategic Advisor for JM Family Enterprises after previously serving as Executive Vice President and Chief Financial Officer. Miller’s background includes leadership roles at AutoNation Inc., where she served as President, CEO, and CFO. She also serves on the Tyson Foods board, providing additional consumer goods industry perspective relevant to Alani Nu’s operations.

Human Resources and Corporate Governance

Joyce Russell contributes human resources expertise as President of the Adecco Group U.S. Foundation. Her previous role as President of Adecco Staffing US from 2004 to 2018 provided over 34 years of specialized experience in human capital management. Russell participates in the World Economic Forum and Fortune’s Most Powerful Women Summits, bringing valuable perspectives on workforce development and corporate culture that support Alani Nu’s growth and integration into Celsius Holdings.

Strategic Business Representation

Carl DeSantis, representing CDS International Holdings Inc., serves on the board as a principal shareholder representative. His long-term commitment to Celsius dates back to earlier stages of the company’s development. DeSantis expressed confidence in the board’s corporate governance improvements and the company’s growth trajectory following the Alani Nu acquisition.

Damon DeSantis, son of Carl DeSantis, also serves on the board, providing continuity in shareholder representation. Tony Lau maintains his board position following the organizational changes implemented in 2021. Hal Kravitz serves as independent lead director, providing oversight and ensuring independent governance practices.

Largest Shareholders of Alani Nu

Celsius Holdings Complete Ownership

Celsius Holdings Inc. holds 100% ownership of Alani Nu following the completed acquisition. The publicly traded company operates on the Nasdaq under ticker symbol CELH, meaning Alani Nu’s ultimate ownership rests with Celsius Holdings shareholders. This structure eliminated the previous complex ownership arrangement that involved multiple parties through Congo Brands.

Former Owners Through Acquisition

The acquisition transferred ownership from four principal parties who collectively sold their stakes for $1.8 billion. Katy and Haydn Schneider sold their co-founder stakes in the transaction. Max Clemons and Trey Steiger, co-founders of Congo Brands, divested their majority ownership position. The deal structure provided these former owners with significant consideration through multiple components.

Stock Component Distribution

The $500 million stock component of the acquisition, representing approximately 22.5 million shares of Celsius Holdings common stock, created substantial ownership stakes for the former Alani Nu owners. This stock component represents approximately 8.7% pro-forma ownership of Celsius Holdings. The shares are subject to a lock-up agreement with releases over a two-year period, aligning long-term interests between the former owners and Celsius Holdings. This structure incentivizes continued collaboration and ensures former owners maintain vested interest in the combined company’s success.

Institutional Investors in Celsius Holdings

Major institutional shareholders of Celsius Holdings indirectly own portions of Alani Nu through their equity stakes. Vanguard Fiduciary Trust Co. represents one of the largest institutional shareholders. These institutional investors benefit from Alani Nu’s addition to the Celsius portfolio, which enhanced revenue diversification and expanded market reach. The acquisition attracted additional institutional interest given the strategic value of combining complementary brands.

PepsiCo Strategic Stake

PepsiCo increased its ownership in Celsius Holdings to approximately 11% on an as-converted basis through a strategic investment completed in August 2025. PepsiCo acquired $585 million in newly issued convertible preferred stock while extending its existing preferred stock to the same conversion period. This investment strengthened the distribution partnership that includes Alani Nu, with PepsiCo leading distribution for the Celsius portfolio in the United States and Canada. The strategic alignment provides Alani Nu with access to PepsiCo’s extensive distribution network, similar to how Constellation Brands leveraged strategic partnerships for beverage distribution.

Management Equity Ownership

John Fieldly, Chairman and CEO of Celsius Holdings, directly owns approximately 0.4% of the company’s shares, worth approximately $44.39 million. This ownership stake, combined with his executive compensation structure weighted heavily toward bonuses and equity, aligns his interests with overall company performance including Alani Nu’s integration and growth. Other board members and executives hold equity positions that provide governance alignment across the portfolio.

Debt Financing Participants

UBS Investment Bank provided committed financing for the acquisition through a $900 million Term Loan B and a $100 million Revolving Credit Facility. While these debt holders do not hold equity ownership, they maintain significant financial interest in Alani Nu’s performance as it directly impacts Celsius Holdings’ ability to service debt obligations. The remaining $375 million cash component came from Celsius’s existing cash reserves, demonstrating the company’s strong balance sheet and confidence in the acquisition’s value proposition. The transaction maintained Celsius’s liquidity position with pro-forma net leverage of approximately 1.0x, indicating conservative financial management similar to approaches taken by leading companies in the natural and organic foods sector.

FAQs

Who currently owns Alani Nu energy drinks?

Celsius Holdings Inc. owns Alani Nu following a $1.8 billion acquisition completed in 2025. The brand operates as a wholly owned subsidiary within Celsius Holdings’ portfolio alongside Celsius and Rockstar Energy brands.

Who founded Alani Nu and when was it established?

Katy Hearn Schneider and Haydn Schneider co-founded Alani Nu in 2018. They partnered with Congo Brands, which held majority ownership before Celsius acquired the company in 2025 for $1.8 billion.

How much did Celsius pay to acquire Alani Nu?

Celsius paid $1.8 billion including $150 million in tax assets for a net purchase price of $1.65 billion. The deal comprised $1.275 billion cash, $500 million stock, and $25 million potential earn-out.

What percentage of the energy drink market does Alani Nu control?

Alani Nu held a 4.8% dollar share of the energy drink market in early 2025. Combined with Celsius, the merged entity controls approximately 16% market share, making it the third-largest player.

Is Alani Nu publicly traded on the stock market?

Alani Nu is not independently traded but is owned by publicly traded Celsius Holdings Inc. (Nasdaq: CELH). Investors can gain exposure to Alani Nu through purchasing Celsius Holdings stock.

¹ Source: Celsius Holdings investor relations and SEC filings, 2025. https://ir.celsiusholdingsinc.com/