Celsius Partners With YHS Singapore To Expand Into Southeast Asian Region

Wednesday, July 13th, 2016 | 1061 Views

Celsius Holdings, which produces Celsius, a negative calorie drink, has announced a major expansion of the brand’s international distribution network through a partnership with YHS Singapore (Yeo’s), a drink manufacturer headquartered in Singapore.

The partnership will distribute Celsius’ products throughout Yeo’s distribution network in Singapore beginning in the third quarter, with a planned expansion into Malaysia and Indonesia later this year.

“As a result of our company’s growth trajectory, Celsius is thrilled to launch its products via Yeo’s distribution network as part of our strategic global expansion,” said Gerry David, president and CEO of Celsius. “Through our partnership with Yeo’s, Celsius will be positioned in a rapidly growing category as the ideal choice to meet the demands of consumers seeking energy drinks with calorie burning options. With proven success in a variety of countries and channels, we look forward to bringing Celsius to Singapore, while continuing to catapult our growth opportunities around the world.”

Celsius has also said in a press release that Yeo’s is a recognised beverage leader across Southeast Asia, with an extensive distribution network that is supported by sales, marketing and beverage production expertise. Besides a strong presence in the Southeast Asian region, the manufacturer also has firm links in US, China and Europe.

The energy drink market expected to grow at 11 percent CAGR between now and 2019. Singapore, Malaysia and Indonesia, with a combined population of more than 285 million consumers, are expected to be part of the fastest-growing segments in the market.

“The ready-to-drink energy category has seen significant growth in Singapore and its neighbouring countries in recent years,” said Melvin Teo, group CEO of Yeo’s. “Our partnership with Celsius will further expand Yeo’s beverage product portfolio, while enabling us to provide consumers with more unique product offerings. We look forward to bringing a new and enticing product category to our consumers and contributing to Celsius’ overall global success.”

This new partnership comes after Yeo’s exclusive bottling deal with PepsiCo came to an end last month.