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CELSIUS’ new positioning as a Fitness Drink was met with market-wide acceptance. The brand won the InnoBev “Best Functional Drink” award at the Frankfurt, Germany, among 180 entrants worldwide. The CELSIUS sweetened with Stevia line extension launched in the first quarter with three sparkling and three non-carbonated flavors. The line is naturally caffeinated and sweetened, and intended for sale in the natural channel, a segment of the industry which CELSIUS had yet to be placed.The company launched a second product in the portfolio, CELSIUS HEAT. The new product includes the same proprietary formula, but has an increased caffeine level (300mg) and added L-Citrulline. It launched with three carbonated flavors.
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