US: Celsius in Polar Beverages tie-up

Soft drinks producer Celsius Holdings has teamed up with bottling company Polar Beverages to up its presence in the north-east US.

The company, which manufactures and markets its namesake calorie-burning drink, said yesterday (6 November) that it hopes to increase its distribution in the north-east corner, including in Massachusetts, Maine and northern New York.

Financial details behind the tie-up with Polar Beverages, the country's largest independent soft drink bottler, were not disclosed.

"With Polar as our distribution partner in this important part of the country, we will be able to more aggressively add key retailers and step up our consumer focused marketing," said Steve Haley, CEO of Celsius Holdings.

"Growing a new brand and category takes great partners. Polar's history, reach, execution and reputation make them a wonderful partner for Celsius."

Ralph Crowley, CEO of Polar Beverages, added: "We have watched Celsius grow and believe the timing is right to launch to the north-east in a big way. In today's discriminating market, consumers are searching for functional beverages that taste great and are backed by scientific research. Celsius fits that bill perfectly."

Celsius is available in five sparkling flavours - cola, orange, wild berry, lemon-lime, and ginger ale - and two new non-carbonated green tea flavours - raspberry acai and peach mango.