Celsius names PepsiCo executive to newly created COO role

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Dive Brief:

Dive Insight:

While Celsius has seen revenue soar to $1.4 billion in 2024 from $17 million nearly a decade ago, the Florida-based energy drink company is positioning its business for further growth with the appointment of a COO.

In tapping Hanson for the role, Celsius is going with a familiar face who knows the company and the energy drink space. 

Hanson most recently served as the senior vice president of strategic partnerships at PepsiCo, where he worked with Keurig Dr Pepper, Tropicana Brands and Celsius.

Since joining PepsiCo in 1997, Hanson has held a variety of leadership roles, including as the senior vice president of energy drinks where he led the integration of Rockstar into PepsiCo following its nearly $4 billion acquisition in 2020.

Three years ago, PepsiCo invested $550 million to take an 8.5% stake in Celsius and signed a long-term distribution agreement. Hanson’s ties to Celsius and insight into energy beverages should make his transition easier, enabling him to quickly pursue growth opportunities at his new employer.

“We are thrilled to welcome Eric to Celsius during an exciting time for the company as we continue to advance our compelling growth strategy to reach more people, in more places, more often,” Fieldly said in a statement. “Eric is a proven leader with a wealth of expertise, positioning him well to drive strategic collaboration among our seasoned teams and to lead the integration and optimization of our acquisitions.”

Fieldly added that he knew Hanson after working with him through Celsius’ partnership with PepsiCo.

The creation of the COO position will provide Fieldly with a much-needed operator who has experience in leadership, sales, commercial planning and partnership management. Fieldy has a lot on his plate. While the Celsius name is closely associated with energy drinks, the company is aiming to broaden its functional beverage platform.

Last month, it debuted a hydration offering that is loaded with B vitamins and electrolytes, but that unlike its core energy drink, lacks caffeine. Company executives want Celsius to connect with consumers throughout more parts of their day, from quenching thirst and providing energy to later on potentially helping with mental clarity and providing probiotics.

Celsius also is preparing to digest its acquisition of Alani Nu, the biggest deal for the company since it was founded in 2004. At the same time, Celsius has seen revenue slow amid mounting competition from rivals Red Bull and Monster which have leaned into the sugar-free segment. This comes amid a broader economic slowdown as inflation prompts consumers to cut back on their purchase of energy drinks, especially in convenience stores.