If you are asking who owns Alani energy drink, the straightforward answer is Celsius Holdings, Inc. The Nasdaq-listed functional beverage company (ticker: CELH) completed its $1.8 billion acquisition of Alani Nutrition LLC on April 1, 2025. Before that deal closed, Alani energy drink was privately held by its founders Katy Hearn Schneider and Haydn Schneider and a Louisville-based holding company called Congo Brands.
Who Founded Alani Nu?
Katy Hearn Schneider built Alani Nu from the ground up starting in 2018. She was a fitness trainer and social media influencer who had spent years working with women on health and wellness and grew frustrated that most supplement brands weren't designed with women in mind.
Her husband Haydn Schneider co-founded the brand alongside her. The premise was simple: create clean, better-tasting products that female consumers could actually trust.
The brand launched with supplements protein, pre-workouts, vitamins before entering the energy drink market in 2019. That move turned out to be the real inflection point for the company's growth.
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Who Owned Alani Nu Before the Celsius Acquisition?
This is where the ownership picture gets a little more layered than a simple founder story.
Katy and Haydn Schneider
The Schneiders were the original founders and held significant individual ownership stakes in the business. Katy Hearn Schneider served as the public-facing identity of the brand and was the largest individual shareholder alongside her husband.
Congo Brands — The Majority Operator
Congo Brands is a private holding company based in Louisville, Kentucky, co-founded by entrepreneurs Trey Steiger and Max Clemons. They held a majority operational stake in Alani Nu and were responsible for running the back-end of the business manufacturing, logistics, and national distribution.
What's often overlooked is that Congo Brands wasn't a passive investor. They ran the infrastructure that allowed Alani Nu to expand into Walmart, Target, Costco, and Kroger at scale.
The Schneiders provided brand vision; Congo Brands provided the operational muscle.
Congo Brands also held stakes in PRIME Hydration the drink brand connected to Logan Paul and KSI and 3D Energy during the same period.
How the Four-Party Structure Worked
In practice, four stakeholders shared ownership of Alani Nu before the sale: Katy Hearn Schneider, Haydn Schneider, Trey Steiger, and Max Clemons. The structure divided responsibilities clearly the Schneiders built consumer trust and brand identity, while Congo Brands handled scale and distribution.
That combination pushed Alani Nu to over $228 million in annual sales by 2022, landing the brand at the top of Circana's Pacesetters report for best-selling new consumer products in the United States. By July 2023, Alani Nu was being valued at over $3 billion, and Congo Brands was openly exploring a full or partial sale.
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Who Owns Alani Energy Drink Now The Celsius Holdings Acquisition
Celsius Holdings announced the acquisition in February 2025. The deal closed on April 1, 2025, making Celsius the confirmed and current owner of Alani energy drink.
How the Deal Was Structured
The total transaction value was $1.8 billion though that number needs some context. The net purchase price was $1.65 billion.
The remaining $150 million represents tax assets included in the deal. Payment came in three parts: $1.275 billion in cash, a $25 million earn-out, and $500 million in newly issued restricted Celsius stock. That stock component gave the sellers the Schneiders and Congo Brands approximately 8.7% pro-forma ownership in Celsius Holdings going forward.
What Is Celsius Holdings?
Celsius Holdings is an American functional beverage company publicly traded on Nasdaq. It is best known for its Celsius line of energy drinks, which are positioned around fitness and metabolism support. The company distributes through PepsiCo's U.S. network and has been one of the faster-growing brands in the energy drink category over recent years.
The Alani Nu deal made sense strategically because the two brands serve different demographics. Celsius has historically skewed toward general fitness consumers, while Alani Nu built a loyal following specifically among women.
Together, the combined platform targets a broader base without the brands directly competing with each other. At the time of the deal, the combined entity was expected to generate roughly $2 billion in annual sales.
What the Acquisition Means for the Brand Today
Alani Nu continues to operate under its original name within the Celsius Holdings portfolio. No product formula changes or major repositioning were announced at closing. Distribution is expected to expand, particularly into convenience stores where Alani Nu had noticeably less coverage compared to Celsius.
Whether Katy Hearn Schneider remains involved in any formal operational capacity post-sale has not been publicly confirmed. The acquisition terms don't specify a required ongoing role.
From a consumer standpoint, the brand operates the same. It remains available at Walmart, Target, Costco, Kroger, GNC, The Vitamin Shoppe, and Amazon.
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Conclusion
Celsius Holdings owns Alani energy drink as of April 2025, after a $1.8 billion acquisition. Founded by Katy Hearn Schneider in 2018 and scaled through Congo Brands, Alani Nu now sits within the Celsius portfolio operating under the same name with expanded distribution planned.
Frequently Asked Questions
Who owns Alani energy drink as of 2025?
Celsius Holdings, Inc. owns Alani energy drink as of April 1, 2025. The company acquired Alani Nutrition LLC for $1.8 billion in a cash-and-stock deal. Alani Nu now operates as a brand within the Celsius portfolio.
Did Katy Hearn found Alani Nu?
Yes. Katy Hearn Schneider co-founded Alani Nu in 2018 alongside her husband Haydn Schneider. Both were among the sellers when the company was acquired by Celsius Holdings in 2025.
What role did Congo Brands play in owning Alani Nu?
Congo Brands held a majority operational stake in Alani Nu and managed manufacturing and distribution. Its co-founders Trey Steiger and Max Clemons were among the sellers in the 2025 Celsius acquisition.
Is Alani Nu still an independent brand?
No. Since April 2025, Alani Nu operates as a brand under Celsius Holdings and is no longer independently owned or operated.
How much did Celsius pay for Alani Nu?
The net purchase price was $1.65 billion, paid through $1.275 billion in cash, a $25 million earn-out, and $500 million in Celsius stock. Total deal value including tax assets was $1.8 billion.
