HEALTH

Celsius Heat fires up pre-workout category with new flavors

BY Michael Johnsen

Celsius Holdings on Wednesday added two new flavors, Apple Jack’d and Orangesicle, to its trainer-grade Celsius Heat line of thermogenic pre-workout drinks. Celsius Heat is formulated with the proprietary thermogenic MetaPlus formula, proven to accelerate metabolism, boost energy and burn body fat when combined with exercise.

“[The year] 2017 was an unprecedented year of growth for our business thanks in part to an incredible launch of our Celsisus Heat line,” John Fieldly, interim CEO and CFO Celsius Holdings, said. “Celsius Heat generated more than $2 million in retail sales in just nine months, which is astounding considering that few new products come close to that in years one [through] three. With our unwavering commitment to quality and continuous innovation, there’s no end in sight for Celsius Heat’s stellar performance. These new flavors represent the continued product innovation that meets the needs of consumers, driving momentum at the trade level and taking our business to new heights.”

“Celsius Heat generated more than $2 million in retail sales in just nine months, which is astounding considering that few new products come close to that in years one [through] three.”

Since its initial launch in the fitness channel in March 2017, Celsius Heat has surpassed internal sales goals, the Boca Raton, Fla.-based company reported. In short order, the functional pre-workout drink has achieved multi-channel distribution through gyms, vitamin/specialty shops, convenience stores, e-commerce websites and military exchange retailers. These include 24 Hour Fitness, Gold’s Gym, The Vitamin Shoppe, GNC, and bodybuilding.com.

“This March, Apple Jack’d and Orangesicle Celsius Heat flavors will debut at the 2018 Arnold Sports Festival before Celsius Heat’s primary demographic of athletic trainers, body builders, endurance athletes and gym goers. The ‘Arnold’ is one of the world’s largest multi-sport fitness weekends, co-promoted by Arnold Schwarzenegger. About 200,000 sports fans are expected to attend the event to watch more than 20,000 elite athletes compete in more than 75 activities. Celsius Heat will have a strong presence there, sampling and highlighting its new flavors.

“The Arnold debut builds on our successful strategy of introducing Strawberry Dragonfruit and Tangerine Grapefruit Celsius Heat flavors last September at the Mr. Olympia Fitness & Performance Expo, an international bodybuilding competition that is held annually by the International Federation of BodyBuilding & Fitness,” Vanessa Walker, executive vice president sales and marketing Celisus Holdings, said. “Platinum recording artist and workout enthusiast, Flo Rida, was the initial face of Celsius Heat’s ‘Proven’ ad campaign at the event. Flo Rida is also chief ambassador of the Heat Elite, a select group of high performance individuals who excel at athletic performance and represent Celsius Heat through their commitment to healthy, energized workouts that take them to a new level of fitness. With its ‘Proven’ ad campaign and Heat Elite ambassadors, the company is giving a powerful push behind the line.”

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Flu still strong in Texas, but Tennessee is next

BY Michael Johnsen

U.S. markets in the South top list for flu activity gains this week, according to the latest Walgreens Flu Index released Wednesday.

For the week ended Jan. 13, the top 10 markets experiencing flu activity gains were:

  1. El Paso, Texas (Las Cruces, N.M.);
  2. Corpus Christi, Texas;
  3. Knoxville, Tenn.;
  4. Tri-Cities, Tenn.-Va.;
  5. Nashville, Tenn.;
  6. Ft. Smith-Fayetteville-Springdale-Rogers, Ark.;
  7. Montgomery-Selma, Ala.;
  8. Chattanooga, Tenn.;
  9. Waco-Temple-Bryan, Texas; and
  10. Beaumont-Port Arthur, Texas.

The top 10 designated market areas with flu activity were:

  1. El Paso, Texas (Las Cruces, N.M.);
  2. Tyler-Longview(Lufkin & Nacogdoches), Texas;
  3. Corpus Christi, Texas;
  4. Waco-Temple-Bryan, Texas;
  5. Beaumont-Port Arthur, Texas;
  6. Harlingen-Weslaco-Brownsville-McAllen, Texas;
  7. Dallas-Ft. Worth, Texas;
  8. Knoxville, Tenn.;
  9. Houston; and
  10. San Antonio.

The Walgreens Flu Index is a weekly report developed to provide state- and market-specific information regarding flu activity, and ranks those states and markets experiencing the highest incidences of influenza across the country. The Walgreens Flu Index is compiled using weekly retail prescription data for antiviral medications used to treat influenza across Walgreens and Duane Reade locations nationwide, including Walgreens locations in Puerto Rico.

That data is analyzed at state and geographic market levels to measure absolute impact and incremental change of antiviral medications on a per store average basis, and does not include markets in which Walgreens has fewer than 10 retail locations.

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CRN switches gears on scheduling The Conference

BY Michael Johnsen

The Council for Responsible Nutrition’s annual conference is becoming a week-long weekday affair with a change in the schedule from Wednesday through Saturday to Tuesday through Friday.

The 2018 The Conference: CRN’s Annual Symposium for the Dietary Supplement Industry will take place Oct. 16-19 at The Ritz-Carlton, in Dana Point, Calif.

“CRN understands that attendees want to receive the full value that The Workshop and The Conference offer, which means being able to attend all of the sessions,” CRN president and CEO Steve Mister said. “A Tuesday through Friday schedule allows for attendees to fit in more programming during their business week.”

“CRN understands that attendees want to receive the full value that The Workshop and The Conference offer, which means being able to attend all of the sessions.”

In particular, Mister noted The Conference’s popular “Breakfast With…” session, previously held on Saturday morning, has featured such prominent speakers as Joe Scarborough, Doris Kearns Goodwin, Karl Rove and Robert Gibbs. This year’s “Breakfast With…” featuring another highly anticipated speaker,will be on Friday morning, just before the close of the conference.

The Workshop: CRN’s Day of Science is a single full day of presentations taking place that Tuesday, followed by an evening reception that dovetails as the kickoff event for The Conference. Conference sessions then begin the morning of Wednesday, Oct. 17, and are slated to end by noon on Friday Oct. 19.

Additional details and registration for The Workshop and The Conference will be available mid-2018.

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