Celsius Gains Momentum and More Distribution in the Convenience Store Class of Trade

BOCA RATON, FL–(Marketwire – October 6, 2010) –  Celsius Holdings, Inc. (NASDAQ: CELH) announced that Celsius^® has gained new chain store authorizations and distribution in chains such as: Loaf N’ Jug, Maverick, Spinx, and Uppys that represent over 400 store locations. These new chain accounts are in addition to existing accounts such as: 7-Eleven, Casey’s, Gate, Cumberland Farms, Kum & Go, Tedeschis, and XtraMart. These retailers can order Celsius from one of the methods of its unique hybrid distribution model — either direct to their warehouse, through national wholesalers such as McLanes or CoreMark, or via local DSD distributors.

“We are gaining momentum in the convenience market with consumers and retailers,” said Kelly Michols, Senior Vice President of Sales. “Convenience stores are all about convenience and having the right products for their customers when and where they want them. They make it easy. This is also our strategy. Whether it’s our convenience channel specific packaging or our hybrid route to market, we make it easy for our retailer partners to stock and promote Celsius. To exploit our national advertising and marketing, we started with the larger chains in drug, mass and club with future consumption multi-packs. Now we see tremendous growth potential in the immediate consumption singles in the cold vaults. Our hybrid distribution model enables us to support and service the customers in the way that works most efficiently for them, which helps to expedite the process of bringing on new accounts.”

Celsius will be at the prominent annual NACS Show (National Association of Convenience Stores) in Atlanta this week to meet with convenience store owners, managers, and buyers as well as wholesalers and distributors. The sales team is working with its broker team from CrossMark/TNT to introduce new Celsius flavors and new packaging designed specifically for the convenience class of trade. The delicious new Celsius non carbonated flavors include: Strawberry Kiwi and Lemon Iced Tea. While there, Celsius will receive the prestigious CSP Retailer’s Choice Award for Best New Functional-Nutritional Product for the new Green Tea Peach Mango.

Celsius can be found in booth 2969 at the NACS Show.

About Celsius
Celsius^®, Your Ultimate Fitness Partner™, is a great tasting pre-exercise fitness supplement drink that has been scientifically shown to burn calories, reduce body fat, energize metabolism, and provide lasting energy. Celsius contains no sugar, no high fructose corn syrup, no aspartame, no artificial flavors, colors or preservatives, and is very low in sodium. Celsius is powered by a proprietary blend of ingredients, MetaPlus®, which includes Green Tea with EGCG, Ginger, Caffeine, Calcium, Chromium, B Vitamins and Vitamin C.

About Celsius Holdings, Inc.
Celsius Holdings, Inc. (NASDAQ: CELH) markets Celsius^®, Your Ultimate Fitness Partner™, which is backed by science. Celsius is dedicated to providing healthier, everyday refreshment through science and innovation. Information about Celsius Holdings, Inc. and Celsius^®, Your Ultimate Fitness Partner™, is available at http://www.celsius.com

Forward-Looking Statements
Certain statements made in this press release are forward-looking in nature (within the meaning of the Private Securities Litigation Reform Act of 1995) and, accordingly, are subject to risks and uncertainties. The actual results may differ materially from those described or contemplated and consequently, you should not rely on these forward-looking statements as predictions of future events. Certain of these risks and uncertainties are discussed in the reports we filed with the SEC.

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