Celsius Holdings Appoints Eric Hanson as President and Chief Operating Officer, Strengthening Leadership Amidst Continued Growth
Celsius Holdings, a leading name in the functional beverage industry, has announced the appointment of Eric Hanson as its new President and Chief Operating Officer (COO), effective March 24, 2025. This strategic leadership addition underscores the company’s commitment to sustained growth and category leadership. Hanson will report directly to John Fieldly, who will continue in his role as Chairman and Chief Executive Officer (CEO) of Celsius Holdings.
Strengthening Leadership for Continued Market Expansion
The appointment of Hanson comes at a pivotal moment for, as the company continues to carve out a dominant position in the fast-growing functional beverage market. The sector has witnessed significant expansion in recent years, with consumers increasingly gravitating toward healthier, performance-driven beverages. Celsius has capitalized on this trend with its science-backed energy drinks designed to support active lifestyles.
John Fieldly expressed his enthusiasm about Hanson’s appointment, stating, “We are thrilled to welcome Eric to at such an exciting time in our company’s journey. As we continue to execute on our ambitious growth strategy, Eric’s leadership will be instrumental in reaching more consumers, expanding our footprint, and optimizing operations.” Fieldly further emphasized that Hanson’s appointment aligns with the company’s overarching vision of becoming a high-growth leader in the functional beverage sector, delivering maximum value to both consumers and shareholders.
Eric Hanson’s Extensive Industry Expertise
Hanson brings nearly 30 years of experience in the food and beverage industry, with a track record of driving growth and operational excellence. Before joining Celsius, he served as Senior Vice President of Strategic Partnerships at PepsiCo, overseeing a diverse portfolio of brands that collectively generated over $3 billion in annual revenue. His extensive experience spans sales leadership, commercial planning, and partnership management—critical areas that will contribute to Celsius’ next phase of growth.
Commenting on his new role, Hanson stated, “Celsius is at the forefront of the functional beverage revolution, leading the way in energy drink category growth. The company’s expanding portfolio of premium fitness and wellness lifestyle brands, including the upcoming integration of Alani Nu, aligns perfectly with evolving consumer preferences. I am excited to collaborate with John and the talented team at to drive continued innovation, accelerate market expansion, and further enhance operational efficiencies.”
Celsius’ Rise in the Functional Beverage Market
Celsius Holdings has experienced a meteoric rise in recent years, largely due to its ability to tap into the growing consumer demand for functional beverages. Unlike traditional energy drinks, Celsius products are formulated with scientifically backed ingredients designed to support metabolism, increase energy levels, and enhance overall performance. This unique positioning has allowed the brand to capture a loyal and expanding customer base.
The company’s strategic partnership with PepsiCo, established in 2022, provided with enhanced distribution capabilities, significantly expanding its reach across retail and convenience store channels. Since then, has continued to make strategic moves, including brand acquisitions and product innovations, to strengthen its market position.
The Impact of Alani Nu Integration
One of the most anticipated developments for Celsius in 2025 is the integration of Alani Nu, a premium health and wellness brand known for its clean-label energy drinks and supplements. This acquisition is expected to further solidify Celsius’ leadership in the health-focused beverage space. With Hanson at the helm of operations, the company aims to streamline the integration process, leveraging synergies to optimize product distribution, marketing strategies, and overall brand expansion.
Hanson’s expertise in managing high-value brand portfolios at PepsiCo will be instrumental in ensuring a seamless transition for Alani Nu into the Celsius ecosystem. The acquisition not only broadens Celsius’ product offerings but also enhances its ability to cater to a diverse consumer demographic seeking innovative and health-conscious beverage options.
Strategic Priorities Under Hanson’s Leadership
As President and COO, Hanson will oversee key growth-driving functions, focusing on several strategic priorities:
- Enhancing Operational Efficiency: Streamlining supply chain logistics, manufacturing processes, and distribution channels to maximize efficiency and cost-effectiveness.
- Expanding Market Reach: Leveraging Celsius’ strong brand equity and retail partnerships to penetrate new markets and increase consumer accessibility.
- Accelerating Innovation: Driving new product development and extending Celsius’ portfolio to meet evolving consumer needs and preferences.
- Strengthening Strategic Partnerships: Building on the company’s existing relationships, particularly with PepsiCo, to unlock additional synergies and growth opportunities.
- Integrating Acquisitions Seamlessly: Ensuring the successful integration of Alani Nu and potentially other future acquisitions to maintain brand consistency and optimize cross-brand collaboration.
The Growth Trajectory of Celsius Holdings
Celsius has demonstrated exceptional financial performance over the past several years, consistently reporting strong revenue growth and market share expansion. The brand has successfully positioned itself as a leader in the functional beverage segment, a category expected to continue its upward trajectory due to increasing consumer awareness of health and wellness.
Market analysts have pointed to Celsius as one of the most promising growth stories in the beverage industry. The company’s ability to maintain a strong balance between innovation, marketing, and strategic partnerships has played a crucial role in its success. With Hanson stepping into a leadership role, Celsius is poised to further accelerate its growth trajectory and solidify its status as a household name in the energy and wellness beverage sector.
Consumer Trends and the Future of Functional Beverages
The functional beverage industry has experienced a shift in consumer preferences, with a growing number of individuals seeking beverages that offer tangible health benefits beyond basic hydration. Celsius has been at the forefront of this movement, offering drinks that not only provide energy but also support metabolic function and endurance.
The integration of Alani Nu into portfolio further reinforces the company’s commitment to meeting consumer demands for clean-label, better-for-you beverages. This move aligns with broader industry trends, where consumers are increasingly prioritizing transparency, natural ingredients, and functional benefits in their purchasing decisions.
Final Thoughts
The appointment of Eric Hanson as President and COO marks an important milestone for Holdings. With a proven track record in the beverage industry, Hanson is well-equipped to drive operational excellence, foster strategic partnerships, and accelerate growth initiatives. His leadership will be instrumental in advancing Celsius’ mission to become the premier brand in the functional beverage space.
As Celsius continues to build on its impressive momentum, the company remains focused on innovation, expansion, and delivering value to both consumers and shareholders. With Hanson’s expertise and leadership, Celsius is well-positioned for a future of sustained success and industry dominance.
