• Product: Celsius energy drinks
• Supplier: Suntory Beverage & Food GB&I
• RRP: £1.85, £1.79 PMP
• Available: February

Energy drink brand Celsius has confirmed its rollout across convenience with Suntory Beverage & Food GB&I (SBF GB&I) as its exclusive UK sales and distribution partner.

The brand, which is the third-largest and fastest-growing energy drink brand in the US with more than $2.7bn (£2.2bn) in sales, is aimed at limiting fatigue.

Available in four varieties – Peach Vibe, Fantasy Vibe, Cosmic Vibe and Sunset Vibe – Celsius is zero-sugar and contains vitamins C, B12, B6 and B5. Each variety is launching in 355ml plain and £1.79 price-marked cans.

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They are set to roll out across convenience from February, having already launched in Tesco, WHSmith and Amazon. Better Retailing’s sister publication RN first reported the launch on 17 January.

“With over 50,000 points of distribution, this nationwide presence puts CELSIUS in front of even more customers. Watch this space as we continue to grow and redefine the energy drink market,” said Carlotta Cattelani, head of marketing, UK & Ireland at Celsius.

SBF GB&I’s sales director Alpesh Mistry added: “Celsius is already generating huge momentum in the health and fitness channel and we’re ready to take that momentum with this exciting brand to even more customers and consumers across the UK. Stimulation continues to grow rapidly and we have huge ambition to make the USA’s fastest growing energy brand the UK’s fastest too.”

To promote the launch, Celsius is set to launch a range of “immersive customer experiences”, including collaborations with F1.

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