Former GNC Chairman, Greg Horn, decided to create the world’s first, drinkable thermogenic. The proprietary blend for CELSIUS’ was created and named the MetaPlus formula.
Meta – as in Metabolism, Plus – for more! This new, proprietary formula was ground breaking as it meant that CELSIUS would be the world’s first drink capable of accelerating metabolism and burning calories and body fat. CELSIUS launched after the completion of its first clinical study, the Metabolic Response Clinical Study. This breakthrough study showed CELSIUS urned calories and raised metabolism over a 3 hour period, CELSIUS was then introduced in a tall, glass bottle in June 2005 in flavors, cola, lemon-lime and gingerale.
CELSIUS launched in the 12oz sleek can and the popular flavors, Orange and Wild Berry were added to the line-p. Soon after, the refreshing non-carbonated flavors, Raspberry Açaí Green Tea and Peach Mango Green Tea were created, as well, the CELSIUS On-the-Go powdered sticks, were available at retail.
Five additional university studies have been completed on CELSIUS’ proprietary formula, validating its benefits of burning body fat and its ability to burn a minimum of 100 calories per can.
CELSIUS garners over 16 international awards for health, taste and innovation. The additional flavors of Watermelon and Grape come to the market. The brand undergoes a strategic study to rebrand and position away from a “diet” item to that of a trend forward lifestyle brand, finding its niche in appeal and call out of unique features best described as a “Fitness Drink”. Sweden shares the same brand positioning and consistency around the globe begins to take shape.
CELSIUS’ rebrand as a Fitness Drink is met with market wide acceptance. The brand wins the InnoBev “Best Functional Drink” award at the Frankfurt, Germany, gala, among 180 entrants world wide. The new rebrand takes hold as the graphics on the original packaging changes, in single serve cans, 4pks and powders.
The Natural line extension is created and launches in the first quarter with six new flavors, three sparkling and three non-carbonated. The line is naturally caffeinated and sweetened and intended for sale in the natural channel, a segment of the industry which CELSIUS has yet to be placed.
The company launches a second product in the portfolio, CELSIUS HEAT. The new product is a more intensified version of the current proprietary formula with an increased caffeine level and added L-Citruline ingredient. It launches in three flavors and is focused on the fitness, military and vitamin specialty channels of trade. The CELSIUS HEAT line is the second product in the CELH portfolio.