Celsius brings fruit-forward functional energy drinks to UK and Ireland

The fastest-growing energy drink brand in the United States is set to make a major splash in the UK and Ireland this January, with the launch of four fruit-forward, zero sugar functional energy drinks.

Celsius, which has carved out a unique position in the booming energy category, will debut its sparkling Raspberry Peach, Mango Lemonade, Kiwi Guava, and Strawberry Watermelon flavours across major retailers, convenience stores, and gyms.

“This is a really exciting moment for us,” said Garrett Quigley, president of Celsius International, who joined the company in November after 25 years at PepsiCo. “We’re bringing our core line-up of fruit-forward flavours to the UK and Ireland, just as consumers reset routines and focus on health and wellness in the new year. Taste is the number one driver in soft drinks, and these new flavours reflect Celsius’ commitment to innovation and consumer engagement.”

The launch comes as the UK energy drink market continues to expand, with Nielsen data showing 15% year-on-year growth. Sugar-free energy drinks are outpacing the category, growing at 25% annually and accelerating to 32% in the last 12 weeks. “Sugar-free is where the opportunity lies,” Quigley added. “Celsius is perfectly aligned with the trend towards better-for-you, functional beverages.”

Celsius has already established strong international foundations, with successful launches in Sweden, Finland, Canada, and Australia. In Sweden, the brand holds a 13.5% share of the category and has been recognised by retailers such as Circle K and 7-Eleven for excellence in execution. Now, the company is building on that momentum with its UK and Ireland debut.

Alpesh Mistry, commercial director at Suntory Beverage & Food GB&I, Celsius’ distribution partner, emphasised the collaborative approach to the rollout: “Working with Celsius is truly one team. We’ve listened to retailers, adapted our execution, and we’re confident this line-up will drive awareness and incrementality. Retailers are telling us they want a third brand in the mix, and Celsius is the right player to bring more choice, especially in the no- and low-sugar space.”

The brand’s positioning is also designed to appeal to new demographics. “There’s a huge penetration opportunity to bring more females into the category,” Mistry noted. “Celsius can touch on that by aligning with health and wellbeing lifestyles.”

Celsius’ “Live Fit” mantra will underpin the launch, connecting fitness and lifestyle in culturally relevant ways. The company has already built a roster of ambassadors in the UK and Ireland, including footballer Declan Rice, Lioness Georgia Stanway, rugby player Tom Curry, and Irish sprinter Rashida Adeleke. “We want to be an everyday achiever brand,” explained Kim Littlefield, director of international communications. “It’s not just about performance — it’s about how Celsius fits into people’s fitness routines and lifestyles.”

The new range will replace the existing Vibe line-up in the UK, though Littlefield confirmed that Vibe flavours could return in future. “This is a strategic move to align with our Live Fit Go platform and core offering,” she said.

Lex Shankle, EVP of global key accounts, highlighted the parallels with the US market: “When I first joined Celsius, sugar-free was a small part of the category. Now it’s the majority. We’ve grown from 1% to over 11% market share in the US, and we’re seeing the same trends play out here. Partnering with Suntory, we’re focused on driving penetration, recruiting new shoppers, and delivering strong rates of sale.”

Sampling activations, high-impact point-of-sale, and multipack formats will support the UK and Ireland launch, ensuring consumers can experience the new flavours across multiple occasions. “These aren’t just new flavours,” Quigley concluded. “They represent the next phase of our international growth strategy — expanding choice, availability, and bringing functional energy to more consumers in more markets.”