The Truth About Alani Energy Drink Owner: A Female Founder's Path to $1.8B

Katy Hearn Schneider and her husband Haydn Schneider sold their company Alani energy drink to Celsius for $1.8 billion. The news made headlines. Their female-focused brand has seen incredible growth in the competitive energy drink market since its launch in 2018.

The story of Alani Nu's ownership comes to an exciting end. The brand's growth has been nothing short of extraordinary. Their revenue jumped by 335% in just one year, going from $68 million to $228 million between 2020 and 2021. The company's product became so popular that it topped Circana's Pacesetters report with $228.4 million in yearly sales. The company's value grew to more than $3 billion by July 2023, right before the acquisition.

This piece dives into Alani Nu's soaring win story - from its early days to its remarkable sale. The brand's success at major retailers like Target, Amazon, GNC, and The Vitamin Shoppe helped accelerate its impressive growth.

Who owns Alani Energy Drink?

Celsius Holdings, Inc. became Alani energy drink's new owner after buying Alani Nu in 2025. This ownership change brought a new direction to the female-focused energy drink brand.

Alani Nu's current ownership structure

Alani Nu operated with four main investors before the acquisition. The original founders, Katy Hearn Schneider and her husband Haydn Schneider, held the largest shares. Two entrepreneurs, Trey Steiger and Max Clemons, owned major stakes through their company, Congo Brands. This setup helped Alani Nu grow faster while keeping its brand identity strong.

The company started looking at future options in July 2023 when its value exceeded $3 billion. Talks with Celsius followed, which led to the deal that changed Alani energy drink's ownership.

The role of Congo Brands in Alani Nu

Congo Brands became a vital part of Alani Nu's growth story. Trey Steiger and Max Clemons's white-label product company handled manufacturing and distribution for Alani Nu.

Their partnership created value between independent brands under Congo LLC. By July 2023, Congo LLC managed three popular brands: Alani Nu, PRIME Hydration, and 3D Energy sports drink. This setup let Alani Nu's founder focus on the brand while Congo took care of operations.

How Celsius became the new owner

Celsius Holdings bought Alani Nu for $1.8 billion in early 2025, with $150 million in tax assets making the net price $1.65 billion. The deal mixed cash and stock - $1.275 billion in cash plus $500 million in new Celsius Holdings shares.

The agreement included a possible $25 million bonus based on 2025 results. The price was less than three times Alani Nu's 2024 revenue of $595 million. Congo Brands' leaders stayed on as advisors to keep the business growing smoothly.

Celsius CEO John Fieldly said this purchase would help Alani energy drink reach a wider audience. The deal closed in 2025's second quarter. It brought together two growing U.S. energy drink brands to create a leading "better-for-you" lifestyle platform.

The founder behind the brand: Katy Hearn

Katy Hearn is the visionary behind Alani Nu. She created this popular brand with her husband Haydn Schneider in 2018. The Alani Nu founder transformed from a fitness influencer into a successful entrepreneur. Her personal mission shaped one of America's fastest-growing beverage companies.

From fitness influencer to entrepreneur

Healthy living wasn't a priority for Katy Hearn during her college years. She felt tired of her sluggish state and wasn't happy with how her clothes fit. This pushed her to make major lifestyle changes. She started sharing her fitness progress on Instagram in 2012 and ended up building a following of 1.7 million dedicated fans.

Katy and Haydn Schneider, a former Health Enthusiast at The Vitamin Shoppe, launched fitness challenges together. They built a 10,000 square foot gym facility for personal training. Their approach to put audience first proved vital. They built trust and connection with their followers before launching their brand instead of creating products first and hoping for customers.

The mission to enable women

The Alani energy drink owner spotted a major gap in the supplement market. Many brands existed, but most targeted men with aggressive branding, intense flavors, and formulas that didn't match what female consumers wanted.

Katy built relationships with women worldwide based on honesty and respect over several years. All the same, she didn't feel right recommending existing supplement brands because of questionable ingredients. Her answer? She created a trustworthy supplement brand specifically for women - and Alani Nu was born.

How Katy's personal trip shaped Alani Nu

Katy's personal health challenges directly influenced her product development. Alani Nu's best-selling Balance supplement came from her experience with hormone imbalances and similar stories from her clients.

"Showing up as your best self doesn't come from a secret diet or magic plan. You have to choose your health and happiness each and every day, and Alani Nu exists to make people excited to do exactly that," Katy explains.

Beyond Alani Nu, the creator of Alani energy drink has grown her business portfolio. She now owns CBD brand Onyx + Rose, athleisure line Stori, and a rebranded fitness app called Sesh (formerly Fit by Katy). The app has helped over 450,000 users achieve their fitness goals.

How Alani Nu grew into a $1.8B brand

Alani Nu's trip from a niche supplement brand to a $1.8 billion acquisition stands as one of the most impressive success stories in the beverage industry. The brand grew faster from its humble beginnings to become a powerhouse in the functional beverage space.

Early product launches and market entry

Katy Hearn and Haydn Schneider started Alani Nu in 2018 with a clear vision. They wanted to create better-for-you supplements designed specifically for women in the fitness industry. The brand's original focus stayed on pre-workouts, protein powders, and wellness supplements with clean ingredients and minimal fillers.

The brand's big break came in 2019 with its entry into the energy drink market. Alani Nu stood out from competitors with dark, aggressive branding. The brand chose bright, playful packaging and unique flavors like Cosmic Stardust, Breezeberry, and Mimosa.

These zero-sugar, low-calorie beverages came packed with essential vitamins and marketed as "clean energy." They became an instant hit on social media.

Retail partnerships and distribution strategy

Congo Brands stepped in to handle logistics, retail partnerships, and supply chain management as demand grew. This move helped the brand scale nationally. Their strategic collaboration opened doors to major retailers including Walmart (December 2021), Target, GNC, The Vitamin Shoppe, and Kroger.

The distribution strategy aimed to make products available everywhere possible. "Our goal has always been to make Alani Nu as available as possible, and this is an incredible step in that direction," said Alani Nu's founder, Katy Hearn.

Celebrity collaborations: Kim Kardashian and Paris Hilton

The brand made a smart marketing move by partnering with high-profile celebrities. Kim Kardashian created her own pink lemonade beverage "Kimade". Paris Hilton led a campaign featuring her Pink Slush flavored energy drink. Emily Ratajkowski and Whitney Simmons also joined in promoting the brand.

Sales milestones and Circana rankings

Alani Nu's retail sales crossed $1 billion for the trailing 52-week period by April 2025, showing an impressive 72.4% year-over-year increase. The brand's remarkable growth ended up with Celsius Holdings acquiring it for $1.8 billion in February 2025.

The acquisition by Celsius: What it means

Celsius Holdings, Inc. completed a landmark deal to acquire Alani Nutrition LLC in February 2025. This major transaction marked a turning point for both companies in the competitive energy drink market.

Deal structure and valuation breakdown

The total acquisition price reached $1.8 billion, with $150 million in tax assets that brought the net purchase to $1.65 billion. The payment structure included $1.275 billion in cash, $500 million in newly issued restricted Celsius stock, and a $25 million performance-based earn-out tied to 2025 results.

The deal valued Alani Nu at less than 3x its 2024 revenue of $595 million and roughly 12x its fully optimized 2024 EBITDA of $137 million. Celsius secured the cash portion through $900 million in committed debt financing and used $375 million from its existing cash reserves.

Strategic fit with Celsius' portfolio

The merger created a powerful functional beverage portfolio that targets the growing demand for healthier, zero-sugar alternatives. This move boosted Celsius' standing in the energy drink category, which analysts predict will grow 10% annually from 2024 to 2029. Alani Nu brings Celsius deeper access to a wellness-focused customer base that pushes category growth.

The acquisition strengthens the brand's market position through:

• Combined yearly sales of about $2 billion

• Better distribution reach

• Brands that complement each other by targeting different customer groups

• Predicted cost savings of $50 million over two years

Future plans for Alani Nu under Celsius

Alani Nu will keep its unique brand identity while operating under Celsius. The core team members from Alani Nu agreed to stay on as advisors to maintain business momentum. Celsius CEO John Fieldly promised they would "continue creating the same great-tasting products Alani Nu is known for and innovating even more great flavors and collaborations".

The newly combined company wants to expand its consumer reach. They plan to use their joint strengths to improve distribution, enter growing related markets, and speed up global expansion.

Conclusion

Alani Nu's incredible trip from a female-founded supplement brand to a $1.8 billion acquisition stands as one of the most impressive success stories in the beverage industry. This piece traces how Katy Hearn Schneider turned her fitness influence into entrepreneurial success by creating a brand that deeply appealed to women seeking better-for-you energy options.

Alani Nu exemplifies the power of identifying market gaps and executing with precision. Katy saw that women needed trustworthy supplement options with clean ingredients and appealing branding. She created products that met these specific needs and quickly gained loyal customers who appreciated this fresh approach.

The brand's growth shows how strategic collaborations can speed up business development. Alani Nu substantially expanded its reach through collaboration with Congo Brands for manufacturing and distribution, while securing retail partnerships with major chains like Target, Walmart, and GNC. Brand awareness soared through celebrity collaborations with Kim Kardashian and Paris Hilton, which drove those impressive sales figures.

Celsius Holdings' acquisition opens a new chapter for Alani Nu. The brand's identity remains strong despite the ownership change, and customers can expect the same quality products. These two companies now form a powerhouse in the functional beverage space with about $2 billion in annual sales.

Katy Hearn's story lights the way for aspiring entrepreneurs, especially women. She built a billion-dollar brand through authentic connections with her audience and a genuine desire to solve their problems. This fitness influencer turned business mogul showed that understanding your customers deeply and creating products for their specific needs leads to remarkable success.

The functional beverage market grows rapidly, and Alani Nu looks set for further expansion under Celsius' ownership. The brand's core mission to strengthen women with better options stays intact. This female-focused brand that turned from startup to billion-dollar acquisition in just six years faces a promising future.

FAQs

Q1. Who currently owns Alani Nu energy drink?

Celsius Holdings, Inc. acquired Alani Nu in 2025 for $1.8 billion, making them the current owners of the brand.

Q2. How did Alani Nu grow into such a valuable company?

Alani Nu experienced rapid growth by focusing on female consumers, partnering with celebrities, securing major retail distribution, and offering unique flavors in the energy drink market.

Q3. What was the role of Katy Hearn in Alani Nu's success?

Katy Hearn, the founder of Alani Nu, leveraged her fitness influencer background to create a brand specifically designed for women, addressing a gap in the supplement and energy drink market.

Q4. How will the Celsius acquisition affect Alani Nu's products?

Celsius plans to maintain Alani Nu's brand identity and continue creating the same great-tasting products while potentially expanding distribution and introducing new flavors and collaborations.

Q5. What made Alani Nu stand out in the competitive energy drink market?

Alani Nu distinguished itself with bright, playful packaging, unique flavors, and a focus on "clean energy" with zero-sugar, low-calorie beverages infused with essential vitamins, appealing particularly to female consumers.