Who Alani Nu owner in 2026? Current Owner & Acquisition History

As of 2026, Alani Nu is owned by Celsius Holdings, Inc. (Nasdaq: CELH). The transition of ownership was finalized following a definitive agreement reached in the second quarter of 2025. Celsius acquired the brand for a total consideration of $1.8 billion, bringing the female-focused wellness leader into its global functional beverage portfolio.

While the brand was originally built by founders Katy Hearn and Haydn Schneider in partnership with Congo Brands, Celsius Holdings now holds 100% operational control, with the original founders and Congo Brands leadership serving in advisory capacities to maintain the brand's authentic "better-for-you" identity.

The 2025 Acquisition: How Celsius Holdings Became the Owner of

Alani Nu

The landscape of the energy drink market shifted significantly on February 20, 2025, when Celsius Holdings announced its blockbuster deal to acquire Alani Nutrition LLC. This move effectively combined two of the fastest-growing "better-for-you" brands under one corporate umbrella.

The Deal Details

The acquisition was structured to maximize long-term growth and tax efficiency:

• Total Purchase Price: $1.8 billion.

• Net Purchase Price: $1.65 billion (after accounting for $150 million in tax assets).

• Payment Mix: The deal consisted of $1.275 billion in cash and $500 million in newly issued Celsius stock (approximately 22.5 million shares).

• Performance Incentives: The agreement included a $25 million earn-out based on Alani Nu's financial performance throughout 2025.

Strategic Rationale

Celsius Holdings targeted Alani Nu to bridge a specific gap in the market. While Celsius has a broad appeal, Alani Nu is a powerhouse among Gen Z and Millennial female consumers. By acquiring the brand, Celsius gained:

1. Complementary Demographics: Access to a wellness-focused female audience that drives incremental category growth.

2. Scalable Platform: The ability to integrate Alani Nu into the massive PepsiCo distribution network more aggressively.

3. Innovation Synergy: Combining R&D resources to dominate the zero-sugar, functional beverage space.

By the time the deal closed in mid-2025, Alani Nu had already demonstrated massive momentum, reporting a 78% year-over-year increase in retail sales and a nearly 5% share of the U.S. energy drink market.

The Original Founders: Katy Hearn and Haydn Schneider

While Celsius Holdings now holds the keys, the "soul" of Alani Nu was built by fitness entrepreneur and social media influencer Katy Hearn. Founded in 2018 in Louisville, Kentucky, the brand was born out of Katy’s personal journey and her massive online fitness community.

• The Vision: Katy’s mission was to create premium supplements tailored specifically to women’s unique needs—a demographic she felt was underserved by the male-dominated "gym bro" culture of the time.

• The Partnership: Katy co-founded the brand with her husband, Haydn Schneider. Leveraging Haydn’s background at The Vitamin Shoppe and their shared passion for a healthy lifestyle, they launched their signature "Balance" supplement. This product addressed hormone health, a direct response to the concerns Katy heard from her followers.

• The Growth: From its humble 2018 beginnings, the pair scaled Alani Nu into a household name, expanding into Target, GNC, Walmart, and Kroger. By 2021, their revenue had skyrocketed by 335%, proving that their community-first approach was a massive commercial success.

The Role of Congo Brands (Trey Steiger and Max Clemons)

Behind the scenes of Alani Nu’s rapid distribution and manufacturing success was Congo Brands, a holding company and white-label powerhouse owned by entrepreneurs Trey Steiger and Max Clemons.

• Strategic Support: Congo Brands provided the infrastructure Alani Nu needed to go from a boutique supplement line to a global beverage contender. They oversaw the complex manufacturing and distribution logistics that allowed Alani Nu to compete with giants like Coca-Cola and Red Bull.

• A Powerhouse Portfolio: Through Congo Brands, Steiger and Clemons built a "rebel base" of high-growth brands. Alani Nu shared its parent company with other cultural phenomena, most notably PRIME (founded by Logan Paul and KSI) and 3D Energy.

• The Exit to Celsius: In the 2025 sale, Steiger and Clemons transitioned from majority owners to strategic advisors. As part of the Celsius deal, they agreed to stay on to ensure that Alani Nu maintained its "disruptor" edge while integrating into the larger Celsius corporate structure.

Current Leadership and Advisory Status (2026)

Today, Alani Nu is no longer a private family-run business but a crown jewel of a publicly traded corporation. However, the "human" element remains intact:

1. Katy Schneider (Hearn): Continues to serve as a key brand ambassador and advisor, ensuring new products like Pink Slush stay true to the brand's aesthetic.

2. Congo Leadership: Max Clemons and Trey Steiger provide high-level consulting to Celsius CEO John Fieldly to help Alani Nu navigate new international markets.

Alani Nu’s Net Worth and Market Performance (2026)

Since the transition to Celsius Holdings, Alani Nu has evolved from a high-growth startup into a cornerstone of the third-largest energy drink powerhouse in the United States. Following the 2025 acquisition, the brand’s valuation has been solidified by record-breaking retail performance.

• Valuation & Acquisition Value: While Alani Nu was independently valued at over $3 billion in 2023, the 2025 acquisition by Celsius was finalized at a net purchase price of $1.65 billion (totaling $1.8 billion with tax assets).

• Revenue Growth: In 2024, Alani Nu reported approximately $595 million in revenue. By 2026, the combined Celsius and Alani Nu platform is projected to drive over $2 billion in annual sales, fueled by a staggering 78% year-over-year retail growth rate.

• Market Share: Together with Celsius, Alani Nu now commands roughly 16% of the U.S. energy drink market, firmly trailing only Red Bull and Monster Energy.

Notable Collaborations & 2026 Product Innovation

Alani Nu’s growth has been uniquely driven by its "lifestyle first" marketing strategy. By 2026, the brand has mastered the art of the limited-time offer (LTO), turning flavor launches into major cultural events.

• Celebrity Power: Massive partnerships like Kimade (with Kim Kardashian) and Pink Slush (with Paris Hilton) laid the groundwork for the brand’s mainstream dominance. These collaborations helped Alani Nu maintain a 92% female social media following, a demographic virtually untouched by traditional energy brands.

• The 2026 Flavor Calendar: Recent leaks and releases for 2026 have introduced highly anticipated additions, including Lime Slush and Cherry Bomb. Fan-favorites like Sherbet Swirl and Strawberry Sunrise have also transitioned from limited releases to permanent fixtures in the 2026 lineup.

• Expansion Beyond Drinks: Under Celsius, Alani Nu continues to dominate the "snacktivation" space, offering protein shakes, pre-workout powders, and fitness snacks alongside its core 12oz energy cans.

Frequently Asked Questions (FAQ)

Is Kim Kardashian an owner of Alani Nu? 

No. Kim Kardashian is a strategic collaborator. She partnered with the brand for the "Kimade" strawberry lemonade flavor, but she does not hold an ownership stake.

Is Alani Nu still independent? 

No. As of April 1, 2025, Alani Nu is a wholly-owned subsidiary of Celsius Holdings, Inc. (CELH). It previously operated under the Congo Brands umbrella.

Who is the CEO of Alani Nu? 

Following the acquisition, Alani Nu is integrated into the Celsius Holdings corporate structure. John Fieldly, the CEO of Celsius, oversees the broader portfolio, while founders Katy Hearn and Haydn Schneider remain as brand advisors.

Where is Alani Nu headquartered? 

The brand remains deeply rooted in Louisville, Kentucky, though it now benefits from the global corporate resources of Celsius, based in Boca Raton, Florida.

Conclusion: The Future of Alani Nu Under Celsius Holdings

By 2026, the story of Alani Nu’s ownership has come full circle—from a grassroots social media brand to a multi-billion dollar corporate powerhouse. The acquisition by Celsius Holdings has not only secured the brand's financial future but has also accelerated its availability across the globe.

While the corporate name on the paperwork has changed, the involvement of Katy Hearn, Haydn Schneider, and the Congo Brands team as advisors ensures that Alani Nu remains the same "better-for-you" brand that fans first fell in love with. With a projected $2 billion in combined sales and a lineup of innovative new flavors for 2026, Alani Nu is no longer just a trend—it is a dominant force in the global beverage industry.