Celsius Expands Its European Reach Through Strategic Partnerships
For years, Celsius energy drinks were primarily a North American phenomenon, leaving European consumers to wonder about availability. The good news is that this has changed dramatically over the last couple of years. Through a series of major distribution agreements, Celsius has made significant inroads into the European market, making its 'functional' energy drinks accessible to a growing number of consumers. These partnerships, most notably with Suntory Beverage & Food Europe, have been key to navigating the complex retail landscape and regulatory requirements of the continent.
Where Can You Buy Celsius in Europe?
As of 2025, Celsius is officially available in several key European markets. The expansion has been methodical, with Celsius Holdings leveraging strong local partners to ensure a smooth launch in each country.
- United Kingdom and Ireland: Sales commenced in the second quarter of 2024 through an exclusive sales and distribution partnership with Suntory Beverage & Food Great Britain and Ireland. The brand has seen considerable growth, leveraging its 'healthier' energy drink positioning.
- France: Celsius expanded into France in the fourth quarter of 2024, with a broader launch planned for 2025 in partnership with Suntory Beverage & Food France.
- Netherlands, Belgium, and Luxembourg: In early 2025, Celsius announced its expansion into the Benelux region, again in collaboration with Suntory. The Netherlands launch in May 2025 marked another major milestone, with distribution through key retailers like Albert Heijn.
- Nordic Countries: Celsius has a long-standing presence in the Nordic region, having been launched in Sweden back in 2009. The Nordic version of the product has historically featured slightly different formulations to suit local tastes and regulations.
Potential Differences in European vs. US Formulas
While the core concept remains the same, European regulatory standards for food and beverages can sometimes necessitate slight adjustments to a product's formula. This is not unusual for companies expanding internationally and is done to ensure compliance with local health and safety laws. For example, some ingredients or nutrient levels might be capped by the European Food Safety Authority (EFSA).
Comparison of Celsius Availability and Formulas
| Feature | US Market | European Market (Recent Expansions) | Nordic Market (Long-Standing Presence) |
|---|---|---|---|
| Market Presence | Widespread availability across multiple retail channels. | Growing availability in select countries (UK, Ireland, France, Benelux) through major retailers. | Well-established presence, particularly in Sweden since 2009. |
| Distribution | Exclusively distributed by PepsiCo. | Partnered with Suntory Beverage & Food for most markets. | Handled by specific regional distributors, e.g., in Scandinavia. |
| Formula Differences | Contains a blend of ingredients including MetaPlus® blend and various vitamins. | Must comply with EFSA regulations, potentially requiring minor ingredient adjustments. Often features natural flavors. | Products are vegan, zero-sugar, and use natural flavors and colors. |
| Flavor Availability | Broad range of flavors, including seasonal and limited-edition releases. | Launches focus on select, popular flavors like Mango Lemonade, Peach Vibe, and Kiwi Guava. | Focus on popular fruit-forward flavors. |
| Legal Status | Highly regulated, but widely available. | Comprehensive regulation on caffeine content and nutrient levels. | Some countries have specific rules, like age restrictions, as seen in Sweden. |
The Path to Broader European Availability
The expansion strategy involving Suntory indicates that Celsius is committed to a broader European market presence. By partnering with established beverage giants, Celsius can more effectively penetrate new markets and overcome logistical hurdles. The initial focus on major Western European countries serves as a proving ground before potential expansion into more diverse markets across the continent. Consumers can expect to see more flavors and potentially wider distribution as the brand solidifies its footing.
How to Find Celsius in Europe
If you're in a country where Celsius has launched, the best places to look are major supermarkets and health-focused stores. In the Netherlands, Albert Heijn is a confirmed retailer. In the UK, you might find it in larger grocery chains or specialty beverage stores. For those in other parts of Europe, some online retailers that ship internationally may stock the product. However, always check the label, as the formulation may differ from what is sold in the US.
The Importance of European Regulations
It's important to understand why the European version of the drink might be slightly different. The European Union has robust regulations concerning food additives, caffeine levels, and nutritional content. A product's ingredients must be approved and meet strict safety standards before it can be sold. For example, EU legislation requires energy drinks with high caffeine content (over 150 mg/L) to carry a warning label advising against consumption by children and pregnant or breast-feeding women. This regulatory environment ensures consumer safety but also means that some formulations popular in the US may need slight modifications for the EU market.
Conclusion
Yes, Celsius is increasingly available in Europe, though not yet everywhere. Through strategic partnerships and phased launches, the company is growing its footprint across the continent, bringing its popular energy drink to more and more customers. The European versions of Celsius comply with local regulations and may feature slightly different formulations compared to their US counterparts. For the most up-to-date information on availability in a specific country, checking local retailers or the official Celsius website is recommended.
Potential Future for Celsius in Europe
The brand's current expansion strategy suggests that more European countries are likely to get Celsius in the coming years. By building a strong base in key markets like the UK, France, and the Benelux region, Celsius can gather consumer data and fine-tune its approach for further expansion. The focus on a 'functional' and 'better-for-you' image aligns well with current health and wellness trends popular across Europe, positioning the brand for continued growth. The long-standing success in the Nordic countries also serves as a strong case study for Celsius's potential throughout the continent.
Celsius Holdings Investor Relations is a good source for the latest official news on market expansion.
