Celsius Holdings appoints Eric Hanson as President and COO
USA – Celsius Holdings, Inc. has announced the appointment of Eric Hanson as President and Chief Operating Officer (COO), effective March 24, 2025.
Hanson will report directly to John Fieldly, who will continue in his role as Chairman and Chief Executive Officer (CEO). This leadership expansion is part of Celsius’ strategy to solidify its position in the fast-growing functional beverage market.
According to the company, Hanson will oversee key growth-driving functions and leverage his extensive experience in the food and beverage industry to enhance partnerships and operational efficiencies.
With nearly three decades of experience, he is expected to play a crucial role in driving strategic collaboration and optimizing recent acquisitions.
“I know Eric closely from our partnership with PepsiCo, and this appointment supports our vision to be a high-growth leader and deliver the greatest value to our consumers and shareholders,” said Fieldly.
Hanson brings extensive experience in sales, commercial planning, and partnership management. He most recently served as Senior Vice President of Strategic Partnerships at PepsiCo, managing a portfolio of brands generating over US$3 billion in annual revenue.
Throughout his tenure at PepsiCo, which began in 1997, he held several leadership roles, including Senior Vice President of Energy Drinks, where he spearheaded the integration of Rockstar Energy Drink following PepsiCo’s US$4 billion acquisition of the brand.
Hanson said: “Celsius is driving the energy drink category’s growth. Its expanding portfolio of premium fitness and wellness lifestyle brands – soon to include Alani Nu – aligns with consumer megatrends, and I look forward to working with John and the rest of the team to help integrate this powerful portfolio, accelerate growth and innovation, and to further enhance operational excellence at Celsius.”
Expansion strategy
Hanson’s appointment follows Celsius’ recent acquisition of Alani Nutrition for a total consideration of US$1.8 billion, which includes US$150 million in tax assets.
The deal is expected to reshape the functional energy drink market by capitalizing on the increasing demand for healthier, low-sugar beverage alternatives.
The net purchase price of US$1.65 billion represents a valuation of less than three times Alani Nu’s projected 2024 revenue of US$595 million and approximately 12 times its fully synergized EBITDA of US$137 million.
The transaction is expected to be accretive to cash earnings per share in its first full year, reinforcing its financial viability.
Alani Nu, known for its range of functional beverages and wellness products, primarily targets female consumers with low-calorie, aspirational drinks.
With the global energy drink market projected to grow at a compound annual growth rate (CAGR) of 10% from 2024 to 2029, the acquisition positions Celsius to strengthen its foothold in the better-for-you lifestyle segment.
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