Celsius Buys Alani Nu, Fans Worry Beloved Flavors Could Change

So, in case you missed it, Celsius officially bought Alani Nu for a whopping $1.8 billion.

Die-hard Alani fans are terrified they’re going to mess with the formulas, a fear even I have. People are already calling out the new Witch’s Brew that just dropped into stores all across Texas.

Multiple posts are saying, “It’s different… right??” Some swear the flavor is too sweet, but when you’ve been drinking the same thing for years, you can tell.

Will Alani’s Brand Identity Survive?

Alani has always been a female-focused wellness brand and says it plans to continue that focus even after the acquisition. For a lot of fans, that’s a relief, but the main concern is whether the quality and taste will survive now that a bigger company is in charge.

Katy Schneider, Co-Founder of Alani Nu, commented, “When we founded Alani Nu in 2018, our goal was simple: to create products that made women feel their absolute best, inside and out.”

Alani’s Rapid Growth and Celsius’ Big Plans

The company has grown immensely. Alani's retail sales have increased 78% year after year, making it a complete monster in the energy drink aisle. However, the founders of the brand believe there’s still more room to grow.

“We believe Celsius can unlock key growth opportunities for Alani Nu,” Max Clemons, Co-Founder and Co-CEO of Congo Brands, which operates Alani Nu, said. That could mean more flavors, wider distribution, and even bigger marketing pushes — but it could also mean small tweaks that loyal fans notice instantly.

Fans Are Watching Closely

For now, the cans look the same, the labels say the same stuff, and it’s still hitting shelves. But energy drink people talk, and if Witch’s Brew or Cherry Slush suddenly start tasting like bargain-bin knockoffs, you know it’s over.

Until then, I’m stocking up… just in case.