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Podcast: Taste Radio
Episode: Ep. 237: How Celsius Rose From The Ashes To Become One Of The Hottest Brands In CPG
Description: It might be surprising to learn that Celsius, a fitness-centric energy drink brand that generated over $100 million in sales in 2020 and is profitable, was in turmoil just a few years ago. Founded in 2004, Celsius was originally positioned as a brand of "negative calorie" and "fat burning" functional beverages. That focus, which was initially successful in driving consumer and retailer interest, eventually proved to be problematic and resulted in the company spending years in turnaround. CEO John Fieldly, who joined the company nine years ago and has been at the helm since 2017, was at the forefront of Celsius's...