Jun. 10 at 10:20 PM
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$CELH LTO offerings haven't made a dent.
I don't think Celsius will replicate the LTO success of Alani Nu.
Celsius is an everyday type of consumption brand, for sports, fitness, work, etc... people will try a new flavor, yes.
Alani Nu has hardcore fans who drive hours to buy cases of their LTO.
Alani has created can designs and flavors that work well with the LTO framework.
Part of the reason Alani sells so much through LTOs is their distribution was lower than demand. As distribution increases, less scarcity and less compulsion for customers to stock up on exorbitant supplies of LTOs.
Seasonal LTO are still a good strategy for
$CELH and create a natural form of SKU rationalization, but don't expect it to replicate Alani's success.
On the other hand, Celh gaining Alani Nu creative talent will become beneficial for their 2027 innovation lineup, which was pushed back a year due to the Alani acquisition.
