CELSIUS® the premium functional energy drink brand built for active lifestyles, is expanding its global LIVE. FIT. GO.™ platform into Europe. The platform demonstrates how the zero-sugar, vitamin-enriched energy drink supports consumers in meeting the demands of their daily routines — from workouts to workdays and social occasions.
LIVE. FIT. GO. promotes a “ready, set, go” mindset, emphasising consistent effort, discipline and the pursuit of goals. The initiative is supported by Team CELSIUS, an international roster of professional athletes and creators who embody the brand’s active-lifestyle ethos. This marks CELSIUS’ largest marketing initiative to date, following successful rollouts in the US, Canada and Australia.
In the UK, CELSIUS has introduced four new sparkling fruit-forward flavours — Raspberry Peach, Mango Lemonade, Kiwi Guava, and Strawberry Watermelon — providing retailers with new product offerings in response to growing demand for functional, zero-sugar energy drinks. The launch is supported by sampling, in-store activations, and high-impact POS displays across major retailers, convenience stores and gyms.
CELSIUS has also established a multi-year partnership with the Aston Martin Aramco Formula One™ Team, connecting the brand with one of the fastest-growing sports globally and creating opportunities for retailer and consumer engagement around high-profile events.
As Julien Scheubel, Head of Brand – Europe at CELSIUS, said: “LIVE. FIT. GO. is a mindset that is ready for every opportunity and embraces the work behind the result- the early starts, the extra laps, and the commitment to continuous improvement in all that we do. CELSIUS fits into these moments that matter. In bringing LIVE. FIT. GO. to active lifestyles across Europe, we’re proud to partner with athletes and creators who lead with discipline and inspire communities to move with purpose.”
The LIVE. FIT. GO. platform is brought to life by Team CELSIUS, a mix of athletes and creators who reflect the brand’s focus on performance and consistency. The European line-up includes a mixture of sports people like Declan Rice, Lucas Bergvall Rhasidat Adeleke and Arthur Fils, alongside creators such as Saffron Barker, Léa Elui and Robin Packalen. The mix helps the brand reach consumers across sport, fitness and digital channels.
CELSIUS delivers vibrant fruit flavours without sugar or preservatives, along with a blend of essential vitamins (B2, B3, B5, B6, B12, C) and caffeine to support immune function, reduce fatigue and improve focus. The platform offers retailers a strong growth opportunity in the functional energy category and aligns with consumers seeking performance-driven, lifestyle-oriented beverages.
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