I haven’t had a soda for over 300 days.
Prior to my streak I would drink 2-3 Diet Cokes a day. I did this for at least 25 years and prior to that it was Diet Pepsi during my newsroom days.
No more aspartame. No more high fructose corn syrup. No more sugary soft drinks.
For me, it’s Celsius, Diet Snapple, Bai and water. (And the occasional happy hour indulgence).
Celsius is a Delray born and now Boca based beverage that I have been involved with for several years. I’m a proud shareholder and work for a firm that has a major stake and emotional investment in the brand.
We believe in Celsius and have for years.
Because the brand is right on trend: a healthy fitness drink that has no sugar, aspartame or corn syrup.
It’s also clinically proven to burn calories and fat and provides a nice burst of energy without a crash or jitters.
I’m proud of the company and the progress the team have made over the years.
It’s hard to build a brand. Very hard. But that’s where the value is…you want to be a brand not a low cost commodity. (Same for cities). Breaking through in a noisy world is a colossal challenge.
And the beverage business is ultra competitive, capital intensive and complex.
But then you see the headline…and you remember just how cool the business can be.
Bai–one of my favorite brands–was snapped up by Doctor Pepper Snapple Group (DPSG) for $1.7 billion last week. Breathtaking..
DPSG– along with Coke and Pepsi –are on the hunt for companies offering healthy options. Sales for their legacy brands are flat (pun intended) and while volumes are huge, there is little to no growth and consumers are moving away dramatically from calorie laden and sugary beverages.
This shift is not a fad, but a trend. I don’t think it will go back.
And so our bet on this local company may prove prescient after all.
We have always believed. And that’s important in the world of entrepreneurship because there will be ups and there will be downs.
The Bai deals gives you hope. But…while the money is nice and how you keep score in business, for those who are entrepreneurs there’s always more. In our case, it’s a belief in the brand and what it does for people. It helps them “live fit” as we say.
Over the years, I’ve heard from many people who have made Celsius a part of their lives. They enjoy it and it’s helped them achieve health and fitness goals–which is the point of a “functional” beverage.
We often read about “disruption” in the world of technology. But it’s happening in food and beverages too.
Healthy products— clinically proven– is a great place to be these days.
And there are several other local brands that are making it happen too. I met with a great one last week–Fro Pro, a delicious and healthy bar/meal replacement run by two very cool and very passionate people. I’ll share their story in a future post.
We have high hopes that our pioneering brand will be the next breakthrough. (And we have a few more in the pipeline too).
Until then, it’s back to the daily grind/joy of building something you believe in.