John Fieldly

We are the category captain of the energy category for Pepsi. We transitioned over to the Pepsi distribution network December 1st with Alani, brought in Cherry Bomb, and now we're launching Lime Slush. PepsiCo is utilizing high-growth, culturally relevant brands like Celsius and Alani Nu to dominate the energy drink category, specifically targeting the highly profitable convenience store channel. As Celsius and Alani capture market share from legacy competitors and bring new demographics (like a 50/50 male-to-female split) into the energy space, PepsiCo directly benefits through increased distribution volumes, higher margin product mix, and strengthened leverage with retailers. LONG. PepsiCo's strategic distribution partnership with the Celsius portfolio provides it with a massive high-growth vector in the lucrative energy drink market, helping to offset slower growth in its legacy snack and beverage lines. Slower than expected consumer off-take in convenience channels; potential friction or cannibalization in managing multiple competing energy brands within its broader distribution network.