Apr. 24 at 3:02 PM
$CELH $PEP Here’s what’s really going on. Pepsi sold Rockstar to Celsius last year and took
$585 million in preferred equity. But don’t mistake this for stepping back. Pepsi controls the distribution for Celsius and Alani Nu. The game is simple: Pepsi is likely throttling their growth. By controlling distribution, Pepsi can keep them artificially underperforming. This sets up a scenario where Pepsi can swoop in and buy them cheap. Meanwhile, Celsius CEO John Fieldly cashed out a significant amount of stock (
$100M) AFTER Pepsi’s initial investment. There’s now a class action lawsuit accusing Celsius of inflated demand.. Pepsi stuffed warehouses with product, making it look like explosive growth, while insiders like Fieldly sold at inflated prices. In other words, Pepsi isn’t just waiting, they’re pulling the strings, setting Celsius up to fail, then planning to own the entire energy market at a bargain. If you think they are happy owning 20% and distributing.. you are f’ing high
