Celsius Holdings, Inc 8-K, filed Jul 30, 2020
Celsius Holdings, Inc. (CELH)
About this 8-K
Celsius Holdings, Inc filed this 8-K on July 30, 2020.
Items reported
- Item 7.01: Regulation FD disclosure
- Item 9.01: Financial statements and exhibits
UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
WASHINGTON, D.C. 20549
FORM 8-K
CURRENT REPORT
Pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934
Date of Report (date of earliest event reported): July 30, 2020
CELSIUS HOLDINGS, INC.
(Exact name of registrant as specified in charter)
Nevada
(State or other jurisdiction of incorporation)
| 000-55663 | 20-2745790 | |
| (Commission File Number) |
(IRS Employer Identification No.) |
2424 N. Federal Highway, Suite 208, Boca Raton, Florida 33431
(Address of principal executive offices and zip code)
| (561) 276-2239 |
| (Registrant’s telephone number including area code) |
| Former Name or Former Address (If Changed Since Last Report) |
Check the appropriate box below if the Form 8-K filing is intended to simultaneously satisfy the filing obligation of registrant under any of the following provisions:
| ☐ | Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425) |
| ☐ | Soliciting material pursuant to Rule 14a-12(b) under the Exchange Act (17 CFR 240.14a-12) |
| ☐ | Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d-2(b)) |
| ☐ | Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c)) |
Securities registered pursuant to Section 12(b) of the Act:
| Title of each class | Trading Symbol(s) | Name of each exchange on which registered | ||
| Common Stock, $0.001 par value per share | CELH | The NASDAQ Capital Market |
Indicate by check mark whether the registrant is an emerging growth company as defined in Rule 405 of the Securities Act of 1933 (§230.405 of this chapter) or Rule 12b-2 of the Securities Exchange Act of 1934 (§240.12b-2 of this chapter).
Emerging growth company ☐
If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act. ☐
When used in this Current Report on Form 8-K, unless otherwise indicated, the terms “the Company,” “Celsius,” “we,” “us” and “our” refer to Celsius Holdings, Inc. and its subsidiaries.
| Item 7.01 | Regulation FD Disclosure. |
| (a) | Annual Letter to Shareholders |
On July 30, 2020, Celsius released its annual letter to shareholders discussing recent business developments and achievements.
A copy of the letter to shareholders is included as Exhibit 99.1 to this report.
| (b) | Investor Presentation |
On July 30, 2020, Celsius posted an investor presentation to its website and it is available in the Financial Information section of the Company’s website at https://www.celsiusholdingsinc.com/.
The Company intends to use the presentation during its annual meeting of shareholders and certain upcoming investor conferences. The furnishing of the information in this report is not intended to, and does not, constitute a determination by the Company that the information in this report is material or complete, or that investors should consider this information before making an investment decision with respect to any security of the Company. The information in the materials is presented as of July 30, 2020, and the Company does not assume any obligation to update such information in the future.
A copy of the investor presentation is included as Exhibit 99.2 to this report.
In accordance with General Instruction B.2 of Form 8-K, the information furnished pursuant to this Item 7.01, and including Exhibit 99.1 furnished herewith, shall not be deemed “filed” for purposes of Section 18 of the Securities Exchange Act of 1934, as amended (the “Exchange Act”), nor shall it be deemed incorporated by reference in any filing under the Securities Act of 1933, as amended or the Exchange Act, except as shall be expressly set forth by specific reference in such a filing.
| Item 9.01 | Financial Statements and Exhibits. |
| (d) | Exhibits |
| Exhibit No | Description | |
| 99.1 | Letter to Shareholders dated July 30, 2020 | |
| 99.2 | Celsius Holdings, Inc. Investor Presentation dated July 30, 2020 |
1
SIGNATURE
Pursuant to the requirements of the Securities Exchange Act of 1934, the registrant has duly caused this report to be signed on its behalf by the undersigned hereunto duly authorized.
| CELSIUS HOLDINGS, INC. | ||
| Date: July 30, 2020 | By: | /s/ John Fieldly |
| John Fieldly, President and Chief Executive Officer | ||
2
Exhibit 99.1
FOR IMMEDIATE RELEASE
Investor Relations:
Cameron Donahue
(651) 653-1854
cameron@haydenir.com
Celsius Holdings Annual Shareholder Letter
Boca Raton, FL (July 30, 2020) –Celsius Holdings, Inc. (Nasdaq: CELH), maker of the leading global fitness drink, CELSIUS®, today releases their Annual Shareholder Letter.
To Our Shareholders:
In 2019 Celsius saw significant momentum across all fronts, driven by exponential growth in our portfolio, which represented our 8th consecutive record year of increased revenue. Consumer demand in the beverage industry continues to trend toward the pursuit of healthier alternatives versus conventional beverages, and at Celsius, we are capitalizing on that trend to deliver rapid revenue growth, positive cash flow and increases in shareholder value. With an increasing number of routes to market, an expanding portfolio of products and flavors, as well as a brand that is more widely recognized than ever before, we have strong momentum for a successful 2020 and beyond.
Consumer traffic and purchasing patterns were severely disrupted in the first two quarters of this year as traditional shopping habits gave way to increases in online ordering, curbside pickup and pantry purchasing while consumers complied with stay at home orders. These extraordinary times present challenges to all of us and our condolences go out to all those who have been affected by this pandemic. The health and safety of our employees, customers, consumers and partners remains our top priority and we continue to monitor the environment and implement contingency plans to mitigate risks through our business. Despite these disruptions, we met consumer demand and maintained a relatively smooth flow of products to market. Strong growth in the U.S. continued into the second quarter of 2020 with a 38% year-over-year increase in sales volume in April. With a strong brand, a diverse and growing network of retailers, distributors, and partners and a strong balance sheet we have been able to rise above challenges. In the first quarter of 2020 we set another new sales record with increases across all geographic regions while expanding gross profit margin and reporting positive EBITDA and net income.
Strategic Actions
Our acquisition of Func Food, a Nordic wellness company that markets and distributes beverages, protein bars and snacks, in 2019 was an important step in our strategy to build a globally dominant brand. The transaction, which was immediately accretive to earnings, solidified our position in the Nordics while opening a new distribution platform for the rest of Europe. Its comprehensive portfolio of wellness products promotes active and healthy lifestyles and through its distribution, Celsius has been established as a top selling fitness drink in Sweden. Moving forward, we are actively evaluating additional international opportunities with identified distribution partners to further expand our reach in Europe.
The strategic shift of our business in China to a royalty license model has unlocked a tremendous opportunity for us to recapture our investment in China in a systematic way while continuing to participate in the enormous market opportunity in Asia. Through an agreement with our long-standing partner, Qifeng Food Technology (Bejing) Co., Ltd., we have established an operating model that leverages their experienced team and established infrastructure and mitigates our risk, thereby accelerating the increase of market share in the rapidly growing China market. Under our arrangement, we have limited our need for future capital requirements in China and created a vehicle to recapture previously invested capital through fixed repayments. Asia remains an important component of our growth strategy. Shifting our approach, positions us to receive nearly $7 million in royalty license fees and recoup more than $12 million of previously invested capital, over the initial five years of the agreement. As with Europe, we are actively evaluating additional opportunities to leverage the brand and develop incremental growth engines in Asia.
Further Extension of Product Portfolio
Continuous innovation has been a cornerstone of our business from the beginning. Last year we demonstrated our commitment to innovation with the launch of premium trend forward flavors, further demonstrating our position as a leader in the functional beverage market and our awareness of consumers’ tastes and preferences.
Further expanding our product portfolio, we also celebrated the successful launch of a new line, our branched-chain amino acids (BCAA) functional beverage that fuels muscle recovery. The line was initially launched in the fitness channel as a response to the demand within the fitness community for healthy energy products that support workout recovery. Our BCAA products are a strong complement to our existing lineup of functional beverages.
Expanded Product Distribution and Promotion
We have made meaningful strides in expanding our network to more than 130 distributors with the addition of several high-profile distributors that include the Anheuser-Busch, Keurig Dr. Pepper and MillerCoors network partners, further expanding availability of our products to new regions.
The signing of distribution powerhouse Big Geyser, the largest independent non-alcoholic beverage distributor in the New York metro area provides us with tremendous reach. Big Geyser services accounts throughout the five boroughs of New York City and surrounding areas. Its 30+ year proven track record of building brands with superior customer service expands our physical presence in the largest metro market in the U.S.
Contemporaneous with expanded distribution, are our efforts to increase brand awareness through an integrated marketing strategy that creates meaningful and emotional connections with consumers online and offline. In 2019, we launched our first national guerilla marketing tour. Our Live Fit Tour features various interactive fitness activities including outdoor classes hosted by popular local instructors & ambassadors from several nationwide fitness chains, as well as competitive activities.
We made our way across the U.S. in 2019 with stops in 12 cities with more than 300,000 samples. As a result of these efforts, we reached tens of thousands of new consumers in high-energy settings most conducive to the consumption of our products in a cost-effective way. With the stay at home orders taking place in 2020, large gatherings of people at events came to a hard stop, challenging us to pivot quickly to create innovative online programs such as at-home workouts and sponsorships in order to stay in front of consumers. As a small, nimble organization, we fully expect to pivot just as rapidly back to offline programs as gyms begin to reopen and consumer gatherings and events resume.
Channel Expansion
We have expanded our reach within new and existing channel partners to match retailers’ shift of broadening beyond traditional energy drink offerings to align with consumers’ demands for “better for you” beverages. We entered the sporting goods channel with distribution at DICK’S Sporting Goods locations nationwide and further expanded into the grocery, convenience, drug store and retail channels. We furthered our partnerships with established retailers like Kroger, 7-Eleven, CVS, Target, Publix and QuikTrip to now reach over 65,000 points of distribution in North America. By strengthening our relationships with premier partners such as these, we are driving tremendous top-line growth and outpacing larger, more established brands. Third party data clearly validates the strong consumer demand for our functional fitness drinks, and we are broadening our placements with more retailers in more locations to meet that demand. Just as important, we are simultaneously increasing volumes per location. We are well positioned across a diversity of channels and our brand is tightly aligned with today’s health minded consumer to capitalize on the rapidly increasing consumption of energy products.
We remain focused on driving profitable growth by expanding and increasing our distribution networks, nurturing relationships with new and existing accounts and engaging consumers through a variety of creative mediums. With a strong foundation from which to build, a growing number of identified market opportunities and a track record of success, we are increasingly optimistic about the prospects for our business and remain confident in our ability to maintain our momentum over the long term while capitalizing on the growing consumer demand for healthy, functional beverages.
My thanks to our loyal consumers, customers, suppliers and distribution partners, which have been the key to our success. Similarly, my sincere appreciation and gratitude to our Board of Directors, executive leadership, and the entire Celsius Team for all your efforts, support, and dedication which are instrumental to our success. To our stockholders, my personal thanks for your trust and support. We look forward to our future and optimizing our performance.
Thank you for your continued interest and best wishes for a fantastic new year,
John Fieldly
President and Chief Executive Officer
2
About Celsius Holdings, Inc.
Celsius Holdings, Inc. (Nasdaq: CELH), is a global company with a proprietary, clinically proven formula for its master brand CELSIUS® and all its sub-brands. A lifestyle fitness drink and a pioneer in the rapidly growing performance energy sector, CELSIUS® has five beverage lines that each offer proprietary, functional, healthy-energy formulas clinically-proven to offer significant health benefits to its users. The five lines include, CELSIUS® Originals, CELSIUS HEAT™, CELSIUS® BCAA +Energy, CELSIUS® On-the-Go, and CELSIUS® Sweetened with Stevia. CELSIUS® has zero sugar, no preservatives, no aspartame, no high fructose corn syrup, and is non-GMO, with no artificial flavors or colors. The CELSIUS® line of products is Certified Kosher and Vegan. CELSIUS® is also soy and gluten-free and contains very little sodium. CELSIUS® is backed by six university studies that were published in peer-reviewed journals validating the unique benefits CELSIUS® provides. CELSIUS® is sold nationally at Target, CVS, Walmart, GNC, Vitamin Shoppe, 7-Eleven, Dick’s Sporting Goods, The Fresh Market, Sprouts and other key regional retailers such as HEB, Publix, Winn-Dixie, Harris Teeter, Shaw’s and Food Lion. It is also available on Amazon, at fitness clubs and in select micro-markets across the country. For more information, please visit http://www.celsiusholdingsinc.com
Forward-Looking Statements
This press release may contain statements that are not historical facts and are considered forward-looking 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 and/or 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,” “would,” or similar words. You should not rely on forward-looking statements since Celsius Holdings’ actual results may differ materially from those indicated by 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 affecting our business; and other risks and uncertainties discussed in the reports Celsius Holdings has filed previously 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.
3
Exhibit 99.2
NASDAQ: CELH July 30, 2020 CELSIUS HOLDINGS, INC. 2020 ANNUAL SHAREHOLDERS’ MEETING
Meeting Called to Order Meeting Called to Order 1. Introductions=>Directors, Officers, invited guests 2. Instructions on Rules of Conduct and Procedures 3. Proof of Notice of Meeting Given 4. Announcement of Existence of Quorum 1. Meeting is duly convened
- Insurance - Banking - Public official Tony Lau CO - CHAIRMAN Nick Castaldo DIRECTOR Thomas E. Lynch DIRECTOR - Finance and accounting - President CDS International Holdings - Financial career includes roles with : Price Waterhouse, General Cinema Corp, Pepsi, independent bottler - New product development - TV show “Shark Tank” alumni Launched over 500 products “As seen on TV” infomercial pioneer - Horizons Ventures - Asian market expert - IB professional, M&A William H. Milmoe CO - CHAIRMAN Kevin Harrington DIRECTOR - Consumer services business - Chain restaurant, banking and retailing - Equity Partner and member of the founding management team of Anthony’s Coal Fired Pizza Hal Kravitz DIRECTOR - Extensive CPG/Beverage career and experience across all business functions - Chairman, Board of Directors Certified Management Group Former CEO AQUA Hydrate - 30 Year career at the Coca - Cola Company, most recently, President, Glaceau Division John Fieldly DIRECTOR - Celsius CEO and prior CFO - Career includes roles with: Oragenics leader in novel antibiotics and proprietary OTC probiotics, Lebhar - Friedman leader in B2B publishing, Eckerd Corporation Caroline Levy DIRECTOR - Candidate - Consumer Stock Analyst - Chain restaurants, Beverages, Household/Personal Care and Lodging/Cruise Lines - Media appearances: CNBC’s Mad Money, Bloomberg, WSJ
KYLE WATSON - VP OF MARKETING Kyle brings 14 years of marketing experience to CELSIUS, having served a majority of her career in brand marketing. Prior to CE LSIUS, Kyle served as the Marketing Director for Hiball Energy and was the brand’s first marketing hire, putting the brand in position to be acquired by Anheuser Busch in 2017. During her time at Hiball , the brand grew 180% and was named one of Inc. Magazine’s fastest growing companies. Over the course of her distinguished marketing career, Kyle has also worked on national brands including Macy’s, Morton’s, Je tBl ue and Teavana. EDWIN NEGRON - CARBALLO - CFO Edwin Negron - Carballo brings over 30 years of financial and operational experience to the organization. His background includes domestic and international experience with work in standardization and implementation of Six Sigma processes, in complex and dynamic environments. He is well versed in USGAAP and IFRS as a Certifi ed Public Accountant in good standing and member of the American Institute of Certified Public Accountants. He has significant experience in mergers and acquisitions. His impressive and extensive career sp ans decades of senior financial management experience in major companies such as: Concurrent Manufacturing Solutions, Sodexo, S.A., Tyco Healthcare - Latin America, Energizer Battery, Frito - Lay and K.P.M.G. - P eat Marwick. He was also a Member of the Board of Directors of BAS, S.A., as well as being named as a Top 25 Hispanic Business Corporate Elite. Mr. Negron - Carballo earned an MBA from the John M. Olin Schoo l of Business at Washington University in St. Louis, Missouri, and prior, a Bachelor of Science Degree with a major in Accounting, from Louisiana State University in Baton Rouge, LA. JOHN FIELDLY – PRESIDENT & CEO John Fieldly joined Celsius in 2012 and brings extensive consumer goods and financial/operational experience with a track rec ord of driving strong financial performance and building highly performing teams. Results Driven Executive with over 20 years of broad financial and operational experience with extensive consumer goods backg rou nd. As Celsius Holdings CEO and former CFO, John has demonstrated a proven track record of driving strong business results and shareholder value. His expertise stems from a strong background in financ ial leadership and operational expertise with a focus on process and procurement improvement strategies to maximize resources to drive revenue and operational efficiencies. His career began in retail with l ead ership roles with Eckerd Corporation, Lebhar - Friedman, and Oragenics. Mr. Fieldly is a Certified Public Accountant in Florida and a graduate of University of South Florida, where he earned his Bachelor of Sc ien ce degree in Accounting. JON MCKILLOP – EXECUTIVE VICE PRESIDENT OF SALES – NORTH AMERICA Jon McKillop has been recently promoted to Executive Vice President of Sales for North America, joining the CELH Executive te am. Previously McKillop served as Vice President of Sales for the company’s non - traditional channels of trade, to include Fitness, Military, Vending, Travel and Food Service. McKillop’s career has spanne d over 15 years in beverage and consumer packaged goods in both traditional and non - traditional channels of trade. Prior to his arrival at Celsius on May 3, 2016, McKillop served in a variety of manageme nt roles at Glanbia Performance Nutrition, a leading company in the branded sports nutrition space, most recently as National Director of Sales for the organizations American Body Building brand. Before that, McKillop held management posts at large corporations Pepsi Americas, Core - Mark International and Keurig. He holds an undergraduate degree in Marketing from Southern Oregon University. SANDY TELSAINT - VP OF OPERATIONS Sandy Telsaint brings extensive experience to CELSIUS, having served a majority of her career in accounting and operations. S and y a long time CELSIUS employee, with over 10 years of service in roles throughout Celsius. She is responsible for global procurement and management of supply chain relations. Her career began in large scale eve nt planning and logistics with recording labels such as Atlantic Records. She earned a Bachelor’s in international Business and a Bachelor’s in Accounting from Florida Atlantic University.
THORSTEN BRANDT – CMO & STRATEGY - EUROPE Thorsten first joined Func Foods and the extended Celsius family in 2016 as General Manager of the Swedish Business. Prior to the recent acquisition by Ce lsius Holdings Inc, Thorsten held the position of Chief Commercial Officer at Func Foods; combining the vast responsibilities of both Marketing and Sales. Thorsten brings 28 years of experience within the int er national consumer goods industry. With a true passion for understanding consumer behavior and building brands, he spent the first 10 years of his marketing career working with sev era l culinary categories at Unilever Germany and Bestfoods Unilever Switzerland. Between 2001 and 2015, Thorsten held various senior Marketing and General Management positions across Europe with The Coca - Cola Company. In most of his roles at The Coca - Cola company, his portfolio responsibilities included brands in the Energy category – most recently as Marketing Director Northwest Europe & Nordics for the Energy, Juice, Tea - and Coffee business. Thorsten is a German national with an Advanced Degree in Business Administration and Marketing from the University of Fankfurt a. M., Germany. He resides with his family near Oslo, Norway. RONNIE CHAR - MANAGING DIRECTOR - ASIA Ronnie Char brings in diverse, fast - moving consumer goods management experiences across the Asia region, including Greater China , Southeast Asia, Japan, South Korea and India. Prior to joining the Celsius family as the General Manager for the Asia region, Ronnie spent over 10 years at PepsiCo and 3 years at Red Bull across finan ce, sales, marketing and general management roles at market and regional levels. ௗ With the successful launches in China, Hong Kong, and Singapore, Ronnie is aspired in bringing the healthy energy of CELSIUS® to consumers with active lifestyles in many more markets across the region. Ronnie is a Certified Public Accountant in Delaware who started his career as an auditor at Arthur Andersen and KPMG. ௗௗ He obtained his Bachelor of Arts in Chartered Accountancy at the University of Waterloo (Canada) and Master of Business Administration at the University of Warwick (United Kingdom). ROBIN LYBECK – MANAGING DIRECTOR - EUROPE Robin Lybeck serves as Managing Director of the European region for Celsius Holdings Inc. In this position he oversees Nordic op erations as well as any expansion projects into wider European markets. Since 2016, Lybeck served as Group CEO of Func Food Group Oyj until its acquisition by Celsius Holdings Inc in 2019. In this role, Lybeck consolidated operations of various Func Food entities, and strengthened the Celsius - business in Sweden while overseeing the launch of Celsius into Finland. In this role, Lybeck also established the FAST n utrition brand as a leader in the protein bar - market, and expanded the brand footprint into Sweden. Lybeck spent more than 10 years in various management roles within both sales, marketing and general man agement at Coca - Cola and Carlsberg. Lybeck has spent his entire career in FMCG, having started out at L ´ Orèal , and has a solid track record of brand and portfolio management, as well as vast experience in building high - performance teams and driving business results. Lybeck holds an M.Sc in Economics from the Helsinki School of Economics and splits working time between the Nordic offices in Helsinki and Stockho lm . TOBY DAVID – VP BUSINESS DEVELOPMENT Toby David has served as the Director of Business Development - International for Celsius since January 2016. Toby David has serv ed as the Director of Business Development - International for Celsius since January 2016. David’s responsibilities include managing the overall business in existing International Markets, as well as id ent ifying and vetting potential distribution partners for future Celsius International markets. Prior to this role, David spent the previous three years managing the Fitness Channel, eCommerce, and managed specif ic key grocery and distribution accounts. Prior to arriving at Celsius, David’s background included sales positions, on - air talent with CBS Sports Radio in Tampa Bay, and a cup of coffee in the Florida Marlin s organization as a minor league pitcher. David holds a B.A. from Furman University in South Carolina. RANDY SMITH - SVP of NATIONAL ACCOUNTS Randy Smith brings more than 20 years of beverage experience and knowledge to Celsius where he manages the execution of the n ati onal accounts team across North America. Prior to joining the Celsius team, Randy worked for GBS consulting on various incubator brands where he managed beverage brands in several categories. Randy was al so the West Regional VP for Crunk Energy and Crunk Juice a caffeinated malt beverage startup company and started his beverage career at Pepsi where he managed a team driving sales in key accounts as a Business Unit Key Account Manger. Randy graduated from Point Park University, in Pittsburgh PA where he obtained his Journalism and Communications degree.
Meeting Called to Order: Continued Meeting Called to Order 1. Introductions=>Directors, Officers, invited guests 2. Instructions on Rules of Conduct and Procedures 3. Proof of Notice of Meeting Given 4. Announcement of Existence of Quorum 1. Meeting is duly convened
Presentation of Proposals and Discussion: Presentation of Proposals 1. First Proposal: Election of Directors 2. Second Proposal: Ratification of appointment of Auditors
Voting: Voting 1. Opening of Polls 2. Voting on Proposals 3. Closing of Polls
Report of Results of Voting: Report of Results of Voting 1. While Tabulations are performed, management will provide corporate presentation for shareholders: 2. Results of Voting Communicated
Management Presentation Business Results & Highlights
This presentation may contain statements that are not historical facts and are considered forward - looking 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 and/or 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,” “would,” or similar words. You should not rely on forward - looking statements since Celsius Holdings’ actual results may differ materially from those indicated by 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 affecting our business; and other risks and uncertainties discussed in the reports Celsius Holdings has filed previously with the Securities and Exchange Commission. Celsius Holdings does not intend to and undertakes no duty to update the information contained in this presentation. This document includes certain non - GAAP financial measures. Management considers GAAP financial measures as well as such non - GAAP financial information in its evaluation of the Company’s financial statements and believes these non - GAAP measures provide useful supplemental information to assess the Company’s operating performance and financial position. These measures should be viewed in addition to, and not in lieu of, the Company’s diluted earnings per share, operating performance and financial measures as calculated in accordance with GAAP.
2019 Economic Highlights: Full Year 2019 Financial and Business Highlights: • Record high revenue of $75.1 million, up 43% from $52.6 million in 2018 • Domestic revenue increased 53% to $59.7 million, up from $38.9 million in 2018 • International revenue increased 13% to $15.5 million, up from $13.7 million in 2018 • Gross profit increased 49% to $31.3 million, up from $21.1 million in 2018 • Net income to common stockholders was $10.0 million, inclusive of a $12.5 million net gain related to a change in the company’s business model in Asia, compared to a net loss to common stockholders of $11.4 million, inclusive of $7.2 million net investment in Asia and a $1.0 million legal settlement in 2018 • Non - GAAP Adjusted EBITDA* of $4.0 million compared to $2.2 million in 2018 • 2019 stock price increased over 40% (Dec. 31) • 2019 total share count increased over 20%. CELH total value increased more than $125 million during 2019
2020 YTD Returns: • 2020 YTD share price increased over 200% (7.29.20) • Since initial Covid market impact (3.17.20) • Reached record all time highs • Now over $1B market cap
Route to Market – Strong Customer Base Increasing Penetration Across Major Distribution Channels to <65k
DSD - Benefits • Improved Store Execution • Increased SKU Placements • Improved Velocity Rates • Increased Distribution • Cost Savings 100 Premier DSD Partners
Engage and inspire consumers to live an active healthy lifestyle and to partner with our brands for all facets of life! Build brands consumers love in emerging on - trend categories to drive growth and shareholder value.
$8 $9 $17 $9 $14 $23 $12 $24 $36 $14 $39 $53 $16 $60 $75 $9 $19 $28 $0 $10 $20 $30 $40 $50 $60 $70 $80 International Domestic Full Company In Millions 2015 2016 2017 2018 2019 3m YTD2020 Financial Profile YoY Celsius Financial Performance Despite some seasonality & International orders, business reflects an overall continued growth CAGR: ~19% CAGR: ~61% CAGR: ~45% Growth Trends in Revenue By Quarter (Unaudited) $3.8 $3.5 $4.8 $6.6 $5.9 $6.7 $8.1 $8.5 $11.4 $11.0 $11.4 $14.4 $16.8 $17.1 $19.4 $2.8 $2.8 $1.3 $3.6 $4.9 $2.4 $4.0 $0.8 $5.2 $3.6 $3.1 $1.7 $3.7 $7.1 $8.8 $6.6 $6.3 $6.1 $10.2 $10.8 $9.1 $12.1 $9.3 $16.6 $14.6 $14.5 $16.1 $20.4 $24.1 $28.2 $0.0 $5.0 $10.0 $15.0 $20.0 $25.0 $30.0 U.S Int. 26
Celsius Financial Performance (cont’d) Growth Margin Profile Strong gross margin profile and highly scalable business model • At current size, generating operating losses • Gross profit profile allows for meaningful operations margins at scale • Competitors such as Monster, exclude out - bound freight as part of cost of sales, when profits are “normalized” on a comparable basis, Celsius Margins are approximately 50% Gross Profit “Normalization” by Year 27 46.1% 53.5% 0.0% 20.0% 40.0% 60.0% Q1 2020 As Reported W/O Freight 43.0% 41.2% 46.1% 51.8% 52.2% 53.5% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 2017 2018 2019 As Reported W/O Outbound Freight
Q1 2020 Financial Snapshot 28 Cash $19.1m Total Inventory $21m Total Shares Outstanding 70.3M Net Income $546,000 Non - GAAP Adjusted EBITDA $2.8m Revenue $28.8m , up 95% - North America Revenue $19.4m , up 70% Gross Profit $13.0m, up 128% - Gross Margin 46.1% , excluding Outbound Freight 53.5% Celsius Delivers Record First Quarter on Revenue up 95% Delivered 5 Consecutive Quarter of Quarter Over Quarter Growth in North America
CELSIUS HOLDINGS, INC. Questions & Answers
Report of Results of Voting: Continued Report of Results of Voting 1. While Tabulations are performed, management will provide corporate presentation for shareholders: 2. Results of Voting Communicated
INVESTOR RELATIONS COMPANY CONTACTS John Fieldly, CEO Celsius Holdings, Inc. 561.276.2239 jfieldly@celsius.com Edwin Negron , CFO Celsius Holdings, Inc. 561.900.2351 enegron@celsius.com Cameron Donahue, Partner Hayden IR 651.653.1854 cameron@haydenir.com VISIT OUR NEW INVESTOR WEBSITE: CELSIUSHoldingsINC.COM Meeting Adjourned Thank You