Celsius First Quarter 2012 Report

Boca Raton, FL – May 7th, 2012 – Celsius Holdings, Inc., (Other OTC: CELH.PK) the creator and marketer of Celsius®, Your Ultimate Fitness Partner®, today reported their results of operations for the first quarter ended March 31, 2012.

Revenue for the three months ended March 31, 2012 totaled $2.5 million as compared to $2.2 million for the same quarter in 2011, an increase of 13%. A significant portion of this increase related to increased international sales and a reduction of discounts, promotions, and returns this year compared to last year’s first quarter. Furthermore, revenues increased 41% from the fourth quarter of 2011.

Operating expenses amounted to $1.3 million for the first quarter compared to $1.2 million for the same quarter in 2011. The majority of the increase was associated with additional investment in human resources directed towards growth in the Direct to Consumer, Retail, and International segments of our business.  

The Company recorded a net loss of $536,000 for the first quarter compared to a net loss of $460,000 in the same quarter a year ago. The increase of net loss is mainly due to a onetime positive accounting adjustment recorded in 2011 totaling $200,000.  However, net losses decreased 25% from the fourth quarter of 2011. 

The Company invested in both internal and external infrastructure in support of the 2012 strategic plan, scheduled to rollout in second quarter.  Celsius engaged 5W Public Relations, one of the country's largest and most respected public relations firms based in New York.  "We are thrilled to be working with Celsius," said Ronn Torossian Founder & CEO of 5W Public Relations. "Given our extensive experience creating and implementing successful public relations programs for other beverages we are confident ‘5W’ will deliver amazing results for Celsius and its position as a leader in the functional beverage market." The Company also executed an agreement with one of the country's leading social / digital media companies Find and Convert which will be connecting with consumers through Facebook Twitter Pinterest and other digital media. The initiative will create market awareness and education of the Celsius brand.  The establishment of a call center partnership along with pick/pack capability both on the west and east coast will directly support our aggressive direct to consumer campaign and improve operating margins. 

The cornerstone of the Celsius direct to consumer strategy was the introduction of an Outrageous Orange flavored powder (currently the number one Ready to Drink product). The powder will be available in a 30 serving canister and associated single serving sticks. The launch of the Outrageous Orange  is planned for Q2. The company's commitment to the retail market was strengthened with the execution of an agreement with Advantage Consumer Healthcare a subsidiary of Advantage Sales and Marketing the country's largest brokerage firm with over 20000 employees.

"Celsius is positioned for a breakout year in 2012” stated Gerry David President and CEO of Celsius. “The implementation of new core software systems key marketing partnerships introduction of new exciting products provides a strong basis to grow the business in 2012.”  David continued “Our international business continued to grow exceeding expectation by 245%.  The Company's focus moving into second quarter will be the implementation of many of our direct to consumer initiatives and the continued effort in reducing product cost."

About Celsius Holdings Inc. 

Celsius Holdings Inc. (Other OTC: CELH.PK) markets Celsius Your Ultimate Fitness Partner ® which is backed by science. Celsius is dedicated to providing healthier everyday refreshment through science and innovation. Information about Celsius Holdings Inc. and Celsius Your Ultimate Fitness Partner ® is available at http://dev.celsius.com

Forward-Looking Statements 

This press release may contain statements that are not historical facts and are considered forward-looking within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements contain projections of Celsius Holdings' future results of operations and/or financial position or state other forward-looking information. In some cases you can identify these statements by forward-looking words such as “anticipate” “believe” “could” “estimate” “expect” “may” “intend” “should” “will” “would” or similar words. You should not rely on forward-looking statements since Celsius Holdings' actual results may differ materially from those indicated by forward-looking statements as a result of a number of important factors. These factors include but are not limited to: general economic and business conditions; our business strategy for expanding our presence in our industry; anticipated trends in our financial condition and results of operation; the impact of competition and technology change; existing and future regulations affecting our business; and other risks and uncertainties discussed in this press release and other information which we make publicly available. Celsius Holdings does not intend to and undertakes no duty to update the information contained in this press release. 

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†Celsius alone does not produce weight loss in the absence of a healthy diet and moderate exercise. In a 10 week published university clinical study in the Journal of International Society of Sports Nutrition with sedentary men and women, the group who drank one Celsius per day experienced Significantly Better Results.
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease. Privacy Policy

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