CELSIUS, the functional energy drink brand formulated for active lifestyles, is kicking off the new year with the launch of four new zero sugar, fruit-forward flavours for consumers in the UK and Ireland. The flavours – Sparkling Raspberry Peach, Sparkling Mango Lemonade, Sparkling Kiwi Guava, and Sparkling Strawberry Watermelon – are part of the brand’s “core” line-up that have helped make CELSIUS the fastest growing energy drink brand in the U.S.
Landing on shelves from January 2026, as consumers set New Year’s resolutions and the “gym rush” begins, the launch aims to capitalise on this seasonal surge in fitness culture and maximise incrementality for retailers. The brand’s core range features striking, clean can designs that are emblematic of the CELSIUS LIVE FIT ethos.
At the launch in central London yesterday, Garrett Quigley, President of Celsius International, said that 69 per cent of Britons are trying to live a healthier lifestyle, but only 53 per cent of people feel good mentally and physically, “So the opportunity to bring functional beverages that are better for you is huge.”
“Over the next five years, energy is forecast to grow just under 10 per cent and sugar-free within that is forecast to grow 15 per cent. The no-low sugar growth in the UK, particularly in the carbonate space move into energy, coupled with the overall category growth, is where the opportunity lies.”
Alpesh Mistry, Commercial Director at SBF GB&I – who will distribute the Celsius brand – added that, “Stimulation is growing by 16 per cent [and] we expect it to take even more share within the fixture. So, 40 per cent of that growth in our retailers, especially independent retailers, convenience operators, will be driven through stimulation.
“Our retailers are telling us that they need to have three brands in the mix. It's really important to have a third player, and we believe that Celsius is the right plan to have in the mix.”
Lex Shankle, EVP of Global Key Accounts at Celsius in the USA, added that, “When I first got involved in energy, 50 per cent plus of the category was full sugar, the majority of it. Now in the US, it's flipped to sugar-free.
“When I first started in Celsius back in 2021, we were one per cent of the market share. Now we've all over 11 per cent,” he added. “The trends that Garrett's talking about – health, etc, we're seeing the same trends the US.”
Garrett concluded, “We are excited for consumers in the UK and Ireland to experience the latest innovation from CELSIUS arriving from January. We believe the zero sugar, fruit-forward flavours that distinguish CELSIUS from traditional energy drinks align with consumers' evolving needs for great taste without compromise. This innovation is designed to bring new consumers into the growing energy category, drive growth, and be a meaningful contributor to higher basket value for our retailers.”
The new CELSIUS flavours will be available across convenience stores, supported by sampling, activations, and high-impact POS displays.