Celsius had “admired that brand for many years” and liked that it was going after a growing segment within the energy drink market, Chief Executive Officer John Fieldly said at a conference.

Rather than smelling like chemicals, their drinks are all natural with zero calories, zero sugar, caffeine-free, and thermogenic fat-burning properties. Celsius even performed clinical studies to ...

VUUM's quest is to create a Celsius-adjacent energy drink ... It smells like berry candy, which is what you'd expect from a drink with 10 grams of protein but only 50 calories.