Delray Beach, FL—May 12, 2010— Celsius Holdings, Inc. (NASDAQ: CELH) announced today
the debut of a television, radio, and digital online ad campaign focusing on the Company’s new
“Your Ultimate Fitness Partner™” brand messaging. The new campaign further expands the
company’s focus on educating consumers about the benefits Celsius has in helping people get fit
and stay fit. The new television commercial can be seen at: www.celsiuspromo.com and on cable
channels throughout the country.
The ads are part of a nationwide integrated marketing campaign that is designed to inspire
individuals everywhere to get more active and will include fitness event promotions, social media
marketing, mobile texting, and online banner ads. Mario Lopez, Celsius’ national brand
spokesperson, will participate in portions of the campaign. Focusing on the Celsius, Your Ultimate
Fitness Partner messaging, the campaign will inform consumers about the clinically-validated
results including a recent study where the subjects lost 93% more fat and gained 50% more muscle when combining Celsius with exercise.

“Consumers, now more than ever, recognize the importance a healthy diet and regular exercise and the positive impact they have on overall good health,” said Irina Lorenzi, Celsius’ Vice President ofInnovation and Marketing. “The timing is right for Celsius to launch an aggressive promotional campaign in order to increase consumer awareness and trial to support our nationwide distribution for the brand as consumers look for a product that can truly be their Ultimate Fitness Partner.”

Celsius®, Your Ultimate Fitness Partner TM, has been scientifically shown to burn calories and
when combined with exercise, burns fat, builds lean muscle and provides lasting energy.
Naturally refreshing Celsius contains no sugar, no high fructose corn syrup, no aspartame, no
artificial preservatives, flavors, or colors, 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 TM,
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 TM, is available at http://dev.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.
Amanda Bialek / (310) 854-8151 or abialek@allwaysmkt.com
Janice Haley / (866) 4-CELSIUS or jhaley@celsius.com
Celsius, Inc. · 140 NE 4th Ave · Suite C · Delray Beach, FL 33483 · ph (561) 276-2239

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†CELSIUS alone does not produce weight loss in the absence of a healthy diet and moderate exercise. So, whether you walk the dog or work out at the gym, make CELSIUS part of your daily regimen.
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease. PRIVACY POLICY | CONTACT

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