Celsius Holdings is launching the second line in the product portfolio, HEAT. This new, trainer’s grade line launches throughout the second quarter of 2017. Adding CELSIUS HEAT™ to the roster, along with the March 2017 launch of the natural line extension, allows CELSIUS to shelve more flavors and SKUs within the channels with the fastest growing health and fitness oriented group of consumers, officials say.

Vanessa Walker, EVP of Sales and Marketing, and Jon McKillop, VP Alternate Channels, worked together to develop the brand. “The aim of HEAT is to expand the recognition of the CELSIUS brand franchise with a different segment within the fitness arena,” Walker says.

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