The impact of powders and stick packets is a fast growing trend in the beverage world. Celsius Stick Packets were awarded BevNET's Best New Powder in 2009 and are featured heavily in Beverage Spectrums spotlight article on the powder concept. The hottest beverage in the stores right now might not be a beverage at all…. we're talking about single-serve powdered drink mixes.
Celsius CEO Steve Haley says, "For us, being in the functional beverage world, you've built a refreshment brand, but you need to keep delivering the functionality, and you're evolving the delivery system."