Exhibit 99.1
CELSIUS HOLDINGS, INC.
May 2018
Investor Presentation
NASDAQ:CELH
SAFE HARBOR STATEMENT
2018 INVESTOR PRESENTATION
This presentation may contain statements that are not historical facts and are considered forward-looking within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements contain projections of Celsius +ROGLQJV¶ future results of operations and/or financial position, or state other forward-looking information. In some cases you can identify these statements by forward-looking words such as 3DQWLFLSDWH_´ 3EHOLHYH_´ 3FRXOG_´ 3HVWLPDWH_´ 3H[SHFW_´ 3LQWHQG_´ 3PD\_´ 3VKRXOG_´ 3ZLOO_´ 3ZRXOG_´ or similar words. You should not rely on forward-looking statements since Celsius +ROGLQJV¶ actual results may differ materially from those indicated by forward-looking statements as a result of a number of important factors. These factors include, but are not limited to: general economic and business conditions; our business strategy for expanding our presence in our industry; anticipated trends in our financial condition and results of operation; the impact of competition and technology change; existing and future regulations affecting our business; and other risks and uncertainties discussed in the reports Celsius Holdings has filed previously with the Securities and Exchange Commission. Celsius Holdings does not intend to and undertakes no duty to update the information contained in this presentation.
This document includes certain non-GAAP financial measures. Management considers GAAP financial measures as well as such non-GAAP financial information in its evaluation of the &RPSDQ\V financial statements and believes these non-GAAP measures provide useful supplemental information to asses the &RPSDQ\V operating performance and financial position. These measures should be viewed in addition to, and not in lieu of, the &RPSDQ\V diluted earnings per share, operating performance and financial measures as calculated in accordance with GAAP.
2
OUR MISSION
Celsius Holdings, Inc. (Nasdaq: CELH), founded in April, 2004, is a global company, with a proprietary, clinically proven formula for flagship brand CELSIUS®.
Our mission - to become the global leader of a branded portfolio which is proprietary, clinically proven or innovative in its category, and offers significant health benefits.
BRAND BASICS
THERMOGENIC
ACCELERATES METABOLISM
BURNS BODY FAT
BURNS CALORIES
PROVIDES HEALTHY ENERGY
PROPRIETARY MetaPlus® BLEND
NO SUGAR
NO HIGH FRUCTOSE CORN SYRUP
NO ASPARTAME
UNIQUE BRAND NO PRESERVATIVES
NO ARTIFICIAL COLORS
ATTRIBUTES
NO ARTIFICIAL FLAVORS
VERY LOW SODIUM
VITAMIN-INFUSED
T R E N D F O RWAR D GLUTEN-FREE
P O S I TO N
VEGAN
HOW DOES IT WORK?
&(/6,86¶_SURSULHWDU\_0HWD3OXV® formula, including green tea with EGCG, ginger and guarana seed, turns on thermogenesis, a process that boosts
\RXU_ERG\¶V_PHWDEROLF_UDWH_
Drinking CELSIUS® prior to fitness activities is proven to energize, accelerate metabolism, burn body fat and calories.
6
CLINICAL STUDIES: PROVEN
Studies reviewed and approved by the National Advertising Division (NAD) of the Advertising Self-Regulatory Council
PEER REVIEWED CLINICAL STUDIES VALIDATING CLAIMS
Study 1. Ohio Research : Publishe d In Journal of
Internationa l Society of Sports Nutrit io n
Stu d y 5. Un ive r s i t y o f Oklah o m a : Publish ed In Journal
of The American College of Nutrit ion
Stu d y 2. Un ive r s i t y o f Oklah o m a : Publish ed In
Journal of Internationa l Society of Sports
Nutrit i on
Stu d y 6. Un ive r s i t y o f Oklah o m a : Publish ed In
Stu d y 3. Un ive r s i t y o f Oklah o m a : Publish ed The Journal of Strength and Condition ing In Journal of Internationa l Society of Sports Associa t ion Nutrit i on
Study 7. Miami Research Associates Stu d y 4. Un ive r s i t y o f Oklah o m a : Publish ed In
Journal of Internationa l Society of Sports
Nutrit i on 7
BEST FUNCTIONAL DRINK
CELSIUS HEAT WINS
3%(67_3$&.$*,1*_'(6,*1´_
2018 InnoBev Global Soft Drinks Awards by Zenith!
INNOBEV, GLOBAL
INNOVATION OF
AWARD WINNER, THE YEAR 2017
APRIL 2017 BEVERAGE INDUSTRY 23TIME AWARD WINNER
3%HVW_)XQFWLRQDO_'ULQN´ BEST IN ENERGY CATEGORY
8
PRODUCTS POSITION PLACEMENT PROMOTION
PIONEERING POSITION: FITNESS DRINK
CELSIUS pioneers new ground Consumers are ready for ENERGY 2.0 (natural & healthy)
CLINICALLY PROVEN FUNCTION
+
Masses are leaving artificial or sugary
CSDs and other categories in droves HEALTHY ENERGY
6XJDU\_(QHUJ\_([LW_LV_12:≪
CELSIUS is a proven Fitness Drink
CELSIUS is here
Conventional Energy Healthier Energy Functional
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CELSIUS HEAT POSITION: 75$,1(5¶6_*5$'(
CELSIUS HEAT is a Carbonated, Proven To Perform, Thermogenic with METAPLUS.
HEAT provides 100mg more caffeine than the original line, + 2,000mg L-Citruline.
Multi-Platinum recording artist FLO RIDA is the a brand ambassador kicking off the
QHZ_3529(1_FDPSDLJQ__D_QRG_WR_ERWK_KLV_ZRUN_ _&(/6,86_+($7¶V_FOLQLFDO_VWDWXV_
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BUSINESS STRATEGY
EXPAND AT RETAIL
LAUNCH NEW ITEMS REPEAT INTRO &
& (INNOVATE NEW PRODUCT LAUNCHES CONSUMER
SEED PIPELINES ITEMS)
MARKETING PUSH
ORIGINALS CELSIUS HEAT
NATURALS ON-THE-GO Powders
BCAA* - Post Workout / Nordic Region Only
* First Decaffeinated Skus
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TOP SELLER ON AMAZON
# 1 3$0$=21¶6_&+2,&(´_ZKHQ_VHDUFKLQJ_
Healthy Energy (Organic)
1,500+ lifetime reviews, 4.3 Star Rating +54 YOY Revenue Growth, Q1 +47 YOY Case Growth
CELSIUS was ahead of the curve with its relationship with Amazon. Our brand is on PRIME +
Subscribe & Save.
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CELSIUS BRAND PERFORMANCE VS. CATEGORY
CONVENIENCE CHANNEL
CELSIUS SIGNIFICANTLY OUTPACING CATEGORY GROWTH RATE
BRAND CELSIUS +40.3% with 11.7% ACV points
* OUTPACING CATEORY GROWTH BY 33.8X
TOTAL CATEGORY
CATEGORY GROWTH 0.01+% $11.2 BILLION OVER 200+ BRANDS
RANKED 30TH TOP BRAND
CATEGORY: SHELF STABLE FUNCTIONAL BEVERAGES WITH ONLY 11.7% ACV CHANNEL: CONVENIENCE
Latest 52 Weeks Ending 4.22.2018; SHELF STABLE FUNCTIONAL BEVERAGES; TPL; SPINSscan Conventional Markets Total US ± CONVENIENCE
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DISTRIBUTION CHANNELS
SAMPLING OF KEY CUSTOMERS IN EACH CHANNEL
NATURAL CONVENTIONAL CONVENIENCE
CHANNEL GROCERY
2017
VITAMIN SPECIALTY
FITNESS MILITARY E-COMMERCE
& DRUG
15
ROUTE TO MARKET
SAMPLING OF KEY DISTRIBUTORS AND W HOLESALERS
SUPPLY CHAIN, DISTRIUBITON / WHOLESALER NETWORK FOUNDATION
16
PLACEMENT: ENERGY, FUNCTIONAL
EACH CHANNEL HAS A DEFINED PLACEMENT STRATEGY.
CELSIUS IS SOLD AMBIENT AND COLD ACROSS CHANNELS, IN GROCERY OR PHARMACY IN MULTIPACKS. IN FITNESS / EMERGING CHANNELS, COLD.
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PROMOTION
THE MAKING OF AN ICON
INCREASING BRAND AWARENESS
PARTCIPATED AS A PRESENTING SPONSOR
29(5_________3728*+_08''(5_/(*,21((56´_3$57,&,3$7,1*___63(&7$7256
100 EVENTS IN 33 US CITIES
MULTIPLE CITIES ACROSS THE US
SAMPLING TO THE CORE CONSUMERS DURING A CRITICAL USAGE OPPORTUNITY
19
CONSUMER ADS ± FITNESS TARGETS
ON TREND FOR FITNESS HONING IN ON TARGET DEMO LIFESTYLERS WITH KEY BRAND MESSAGING
20
GLOBAL EXPANSION
NORDIC CHINA HONG KONG
EUROPE DISTRIBUTION PARTNERS
PARTNERS WITH DEFINED TERRITORIES WHICH CURRENTLY PROVIDE
MARKETING AND SALES SUPPORT WITHIN THEIR TERRITORY.
Established:
Sweden - Top selling FITNESS drink in Sweden
Finland expansion launched in Q2 2016 adds incremental growth
Norway launch announced February of 2018
NEW 2nd product line: CELSIUS BCAAs, Launched MARCH 2018 Additional international opportunities with identified distribution partners
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ASIA DISTRIBUTION PARTNERS
PARTNERS WITH DEFINED TERRITORIES WHICH CURRENTLY PROVIDE MARKETING AND SALES SUPPORT WITHIN THEIR TERRITORY.
Established:
Hong Kong launched through AS Watson Water distributors in Q3 2017
China market launched with nationwide distribution through partnership with Qifeng Food Technology (Beijing) Co. Ltd., a national
ZKROHVDOH_GLVWULEXWRU_RI_IRRGV_DQG_EHYHUDJHV_LQ_4__μ__
China production facility opened to support Asian market Additional opportunities with identified distribution partners
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GEOGRAPHICAL ACCESS
18 Provinces
80+Cities
Celsius® already available in 35 cities
24
GO TO MARKET & CHANNEL ACCESS
Qifeng manages e-commerce directly. Its network of over 500 sub-distributors offers access to over 40,000 points of sales.
NATIONAL
REGIONAL
LOCAL
CELSIUS ® AVAIALBLE IN OVER 13,000 POINTS OF DISTRIBUITON THROUGH 68 SUB-DISTRIBUORS
25
CONNECTING WITH CONSUMERS (CHINA)
:RUNRXW_DQG_<RJD_$33V_WRJHWKHU_ZLWK_.2/¶V_KDYH_ connected with Chinese consumers nationally.
26
CONNECTING WITH CONSUMERS (CHINA)
Local retailers offer distribution across 35 cities while e-commerce addresses availability gap
27
Strategy Objectives and Growth Roadmap
Focused
Disciplined
Result Orientated Team Purpose Driven
Value
Supply
chain Build Brand Equity
Increase Portfolio Breath
Channel Expansion
ACV Gains
Improve Margins
Data Analytics
Operational Focus
Transform for Scale
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CELSIUS FINANCIALS
KEY TAKE AWAYS
R E S O U N D I N G C O N S U M E R D E M A N D - T R E N D F O R WA R D
R AP I D LY G R O W I N G R E V E N U E S AN D G R O S S P R O F I TS
E x p a n d e d p r o d u c t o f f e r i n g
I n t e r n a t i o n a l e x p a n s i o n c o n t i n u e s t o e x p a n d m a r k e t o p p o r t u n i t y
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INCOME STATEMENT SUMMARY
( $ i n m i l l i o n s )
R e v e n u e G r o s s P r o f i t
US Int. Total
14 $4.8 $4.6 $4.7
12
$3.8
10
8 $2.8 $2.9 $2.6 $2.4 6 $1.8 $2.0 $1.5 $1.7 $1.5
4 2 0
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 '15 '15 '15 '15 '16 '16 '16 '16 '17 '17 '17 '17 '18 '15 '15 '15 '15 '16 '16 '16 '16 '17 '17 '17 '17 '18
4__μ___5HYHQXH_RI_______PLOOLRQ__XS______FRPSDUHG_WR_ 4__μ___*URVV_SURILW_XS_____ $6.0 million in the year ago quarter
69% growth in North American revenues primarily Gross profit was $4.8 million, or 39.5% of attributable to double digit growth in existing accounts revenue, in the three months ended March and new distribution expansion. 31, 2018 compared to $2.4 million, or 39.7%
European sales achieved 118% growth mainly as a of revenue, for the same period in 2017. result of the launch of a BCAA Celsius line extension in Northern Europe
Asia revenues grew 100% mainly as a result of our initial product line launch in China.
STRONG FINANCIAL RESULTS
Net Sales Q1 - 2018 Net Sales FY17 By Channel
(% Change vs PY)
(% Change vs PY) 40,000,000 14,000,000
+59%
+101%
35,000,000 12,000,000 30,000,000 10,000,000
25,000,000 +72% +69% 8,000,000 20,000,000 6,000,000 15,000,000
+37%
4,000,000 +118% 10,000,000
+100%
5,000,000 2,000,000
0 0
NET NON-GAAP ADJUSTED EBITDA* TOTAL $2.7 MILLION NET NON-GAAP ADJUSTED EBITDA* TOTAL $160,000
(EXCLUDING NET ASIA INVESTMENTS OF $7.3 MILLION) (EXCLUDING NET ASIA INVESTMENTS OF $2.2 MILLION)
2017 GROSS PROFIT INCREASED 59% TO $15.4 MILLION, AND GROSS MARGIN REMAINED STEADY AT 42.7% IN 2017
(GROSS PROFIT TOTALED 51.8% EXCLUDING OUTBOUND FRIEGHT OF $3.3 MILLION INCLUDED GROSS PROFIT)
* NOTE ±3$'-867('´_),1$1&,$/_0($685(_$5(_121-GAAP. SEE THE END OF THIS PRESENTATION FOR A RECONCILIATION OF THESE MEASURES TO THE MOST DIRECTLY COMPARABLE GAAP MEASURES.
STRONG FINANCIAL RESULTS
&XUUHQW_$VVHWV_4__μ__ /LDELOLWLHV_4__μ__
Total $29M Current $10.4m LT $3.5m 35,000,000 12,000,000
30,000,000
10,000,000
25,000,000
8,000,000
20,000,000
6,000,000 15,000,000
4,000,000 10,000,000
2,000,000 5,000,000
0 0
Accounts Accrued Long Term Payable & Prefereed Debt Accrued & other
AS OF March 31 2018
- WORK IN CAPTIAL $18.5 M
- STOCKHOLDERS EQUITY $15.0 M
- SHARES OUTSTANDING 60.0 M
FOCUS ON DRIVING GROWTH
Realize Margin Portfolio Trade Productivity Innovation Mix Optimization
KEY INVESTORS
L I K A - S H I N G C A R L D e S A N T I S K I M O R A L E E S I M M O N S
Horizon Ventures: Celebrity & business mogul (several Former Founder and Chairman investment arm of Mr. Li companies), powerful brand builder & of ReXall Sundown Inc. which Ka-6KLQJ__$VLD¶V_ influencer KH_EXLOW_LQWR_WKH_ZRUOG¶V_OHDGLQJ_ wealthiest individual. nutritional supplement supplier, Assets include over sold for $1.8 billion in 2000 15,000 health & beauty retail locations
35
CELSIUS MANAGEMENT
P E O P L E = D I F F E R E N C E M A K E R S
JOHN FIELDLY - CEO & INTERIM CFO
John Fieldly was named President and Chief Financial Officer of Celsius Holdings, Inc. in 2018 and is presently the FRPSDQ\¶V interim and CFO. He brings nearly 20 \HDUV¶ experience in business management and corporate financial leadership to his role where he oversees the FRPSDQ\¶V finances, public reporting requirements and operations. His expertise stems from a strong background in financial leadership, public reporting requirements, operational process and procurement improvement strategies to maximize resources to drive revenue and operational efficiencies. Prior to joining Celsius Holdings he was Corporate Controller of Oragenics, Inc. a publicly traded nutraceutical company where he was responsible for all financial functions and implemented procurement strategies to maximize operations. Prior to that Mr. Fieldly held leadership positions at Lebhar-Friedman-the B2B leading media and marketing company serving the retail industry, foodservice, and healthcare over the last 90 years and prior to that he served various leadership roles at Eckerd Corporation. Mr. Fieldly is a Certified Public Accountant in Florida.
VANESSA WALKER - EXECUTIVE VP OF MARKETING & INNOVATION
Ms. Walker has served as EVP of Marketing & Innovation. With over 24 years in beverage and retail, she was former EVP Sales & Marketing, LaCroix Sparkling Water, National Beverage, _μ08-¶16). She revitalized the MW regional brand, building the marketing and sales infrastructure, strategy and plans. LaCroix became the fastest growing sparkling water in the US ($35m in μ08 to +$195m ¶15, Nielsen), outpacing Nestle owned Perrier & San Pellegrino in all channels of trade. Previous to 2008, Ms. Walker served as Director of Marketing for Big Red of Texas, (2006-2007), before their sale, relaunching Red JAK energy through DPSU. Prior, she was SVP Sales / Marketing, at start up Manhattan Beverage Co., NY, NY. Ms. Walker was also a part of start up IN ZONE Brands Inc., VP National Accounts, as then BellyWashers & TummyTicker brands, grew from $1m to over $90m _¶01-¶04). She began her career after college with Target Stores, serving as Regional Buyer _μ97-01) foods/beverages, and store executive _¶94-¶97).
JON MCKILLOP ± SENIOR VICE PRESIDENT OF SALES ± NORTH AMERICA
Jon McKillop has been recently promoted to Senior Vice President of Sales for North America, joining the CELH Executive team. Previously McKillop served as Vice President of Sales for the FRPSDQ\¶V non-traditional channels of trade, to include Fitness, Military, Vending, Travel and Food Service. 0F.LOORS¶V career has spanned over 15 years in beverage and consumer packaged goods in both traditional and non-traditional channels of trade. Prior to his arrival at Celsius on May 3, 2016, McKillop served in a variety of management roles at Glanbia Performance Nutrition, a leading company in the branded sports nutrition space, most recently as National Director of Sales for the organizations American Body Building brand. Before that, McKillop held management posts at large corporations Pepsi Americas, Core-Mark International and Keurig. He holds an undergraduate degree in Marketing from Southern Oregon University.
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MANAGEMENT BENCH STRENGTH
FOCUSED DISIPLINED RESULTS ORIENTED PURPOSE DRIVEN
37
BOARD OF DIRECTORS
A BREADTH OF INDUSTRY, FINANCIAL, & EXECUTIVE MANAGEMENT EXPERTISE
William H. Milmoe Kevin Harrington John Fieldly
CO-CHAIRMAN DIRECTOR DIRECTOR
Finance and accounting New product development Corporate Finance President CDS International Celsius CFO, Interim CEO
79_VKRZ_36KDUN_7DQN´_DOXPQL
Holdings
Launched over 500 products
Career includes roles with:
3$V_VHHQ_RQ_79´_LQIRPHUFLDO_ Oragenics leader in novel Financial career includes roles with: Price Waterhouse, pioneer antibiotics and proprietary OTC General Cinema Corp, Pepsi, probiotics, Lebhar-Friedman independent bottler leader in B2B publishing, Eckerd Corporation
Tony Lau Nick Castaldo Thomas E. Lynch Hal Kravitz
CO-CHAIRMAN DIRECTOR DIRECTOR DIRECTOR
Horizons Ventures Consumer services business Insurance CEO of AQUA hydrate Asian market expert Chain restaurant, banking Banking Former Officer of Coca-Cola and retailing IB professional, M&A Public official
)RUPHU_'HQQ\¶V_93_
Marketing
38
KEY TAKE AWAYS
RESOUNDING CONSUMER DEMAND
STRONG PURPOSE TO BE THE LEADING FITNESS BRAND
INCREASING DISTRIBUTION
INCREASING GLOBAL EXPANSION
INNOVATIVE PORTFOLIO CAPITALIZING ON HEALTH & WELLNESS TRENDS
TRANSFORMING OPERATIONS FOR SCALE
DISIPLINED DATA DRIVEN TEAM
39
CELSIUS HOLDINGS, INC.
C O M PA N Y C O N TA C T
John Fieldly, CEO & Interim CFO
Celsius Holdings, Inc.
561.276.2239
jfieldly@celsius.com
I N V E S T O R R E L AT I O N S
Cam eron Donahue, Partner
Hayden IR
651.653.1854
cam eron@haydenir.com
VISIT OUR NEW INVESTOR W EBSITE:
CELSIUSHoldingsINC.COM
40
INCOME STATEMENT
Celsius Holdings, Inc. and Subsidiaries Consolidated Statements of Operations
For the three months ended March 31, 2018 2017
Revenue $ 12,059,976 $ 6,000,429 Cost of revenue 7,296,295 3,617,623 Gross profit 4,763,681 2,382,806
Selling and marketing expenses 5,599,271 2,153,087 General and administrative expenses 2,002,655 2,062,963 Total operating expense 7,601,926 4,216,050
Income (Loss) from operations (2,838,245) (1,833,244)
Other Income (Expense):
Interest expense (38,259) (48,056) Total Other Income (Expense) (38,259) (48,056)
Net Income (Loss) (2,876,504) (1,881,300) Preferred stock dividend (82,691) (90,245) Net (Loss) available to common stockholders $ (2,959,195) $ (1,971,545)
Income (Loss) per share:
Basic $ (0.06) $ (0.05) Diluted $ (0.06) $ (0.05) Weighted average shares outstanding: Basic 47,449,553 41,783,853 Diluted 47,449,553 41,783,853
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BALANCE SHEET Celsius Holdings, Inc. and Subsidiaries
Consolidated Balance Sheets
March 31,
2018 December 31, (Unaudited) 2017 (1)
ASSETS
Current assets: Cash $ 9,987,713 $ 14,186,624 Accounts receivable, net 9,073,880 6,375,658 Inventories, net 6,668,742 5,305,505 Prepaid expenses and other current assets 3,158,057 1,180,444 Total current assets 28,888,392 27,048,231
Property and equipment, net 66,406 62,642 Total Assets $ 28,954,798 $ 27,110,873
>/__/>/d/_^__E__^dK_<,K>__Z^ __Yh/dz
Current liabilities: Accounts payable and accrued expenses $ 10,219,925 $ 6,311,824 Accrued preferred dividend 165,462 133,883 Deferred revenue and other current liabilities 21,980 17,921 Total current liabilities 10,407,367 6,463,628
Long-term liabilities: Line of credit note payable-related party 3,500,000 3,500,000 Total Liabilities 13,907,367 9,963,628
^ __ Preferred Stock, $0.001 par value; 2,500,000 shares authorized, 3,380 and 6,380 shares issued and outstanding at March 31, 2018 and December 31, 2017 3 7 Common stock, $0.001 par value; 75,000,000 shares authorized, 50,956,869 and 45,701,593 shares issued and outstanding at March 31, 2018 and December 31, 2017, respectively 50,957 45,702 Additional paid-in capital 80,009,458 79,101,824 Accumulated other comprehensive loss (92,882) (39,378) Accumulated deficit (64,920,105) (61,960,910) d _^ __ 15,047,431 17,147,245 d _> _ _^ __ $ 28,954,798 $ 27,110,873
(1) Derived from Audited Financial Statements
(1) Derived from Audited Financial Statements
42
RECONCILIATION OF NON-GAAP ADJUSTED EBITDA
43