Celsius, the PepsiCo-backed US energy drinks phenomenon, has revamped its range in the UK and Ireland.
The brand is to phase out its ‘Vibe’ range, replacing them with a lineup that more closely resembles its US offer.
Raspberry Peach, Mango Lemonade, Kiwi Guava, and Strawberry Watermelon will launch in the UK and Ireland in early 2026 across convenience and major multiples (rsp: £1.79/355ml). Raspberry Peach and Mango Lemonade will also launch in multipack format, with all four also available in a £1.50 PMP.
The drinks contain essential vitamins including B6, B12 and C and are free from sugar and artificial preservatives.
“We are excited for consumers in the UK and Ireland to experience the latest innovation from Celsius,” said Garrett Quigley, president of Celsius International. “We believe the zero-sugar, fruit-forward flavours that distinguish Celsius from traditional energy drinks align with consumers’ evolving needs for great taste without compromise.
“This innovation is designed to bring new consumers into the growing energy category, drive growth, and be a meaningful contributor to higher basket value for our retailers.”
The UK energy drinks sector was worth £2bn and growing at 15% year on year, said Quigley, citing NIQ data. Within this, sugar-free was outpacing broader category growth and growing at 25% year on year, he said.
“The key trends that are playing out here align with Celsius’ brand proposition,” he said. “69% of Britons are trying to live a healthier lifestyle, and only 53% of people feel good mentally and physically. So the opportunity to bring functional beverages that are better for you is huge.”
Celsius had distinctive positioning that resonated with consumers in the “better-for-you lifestyle fitness space”, Quigley said. With incumbent energy drinks brands continuing to skew toward male consumers, the brand could also attract “a female cohort that is not as enticed by the existing offerings”, he added.
The decision to replace the Vibe range with new flavours was “a strategic move” to better align Celsius’ offer with its new ‘Live Fit Go’ brand platform, said Kim Littlefield, the brand’s director of international communications.
“Vibes are a very experiential line,” she said. “We felt like it was a really engaging way to bring consumers in. But with the ‘Live Fit Go’ platform, it gave us the opportunity to bring in the new offering that’s a lot more aligned with that.”
The ‘Live Fit Go’ campaign is to roll out in the UK in tandem with the launch, with activity planned with UK Celsius ambassadors including footballers Declan Rice and Georgia Stanway, rugby player Tom Curry, and Irish sprinter Rhasidat Adeleke.
Celsius’ drinks are distributed in the UK and Ireland through a tie-up with Suntory Beverage & Food GB&I.
PepsiCo owns around an 11% stake in the brand, which is the fastest growing energy drinks brand in the US [Circana].
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