If you are looking for the quick answer: As of February 2026, Alani Nu is owned by Celsius Holdings, Inc. (Nasdaq: CELH). While the brand was famously founded and scaled by fitness influencers Katy Hearn and Haydn Schneider in partnership with Congo Brands, the ownership structure shifted significantly in early 2025.
Celsius Holdings officially acquired Alani Nutrition LLC for a total consideration of $1.8 billion, integrating the brand into its global functional beverage portfolio alongside the flagship Celsius energy drink.
Under this new ownership, Alani Nu operates as a wholly-owned subsidiary. This means that while Katy Hearn remains the “face” of the brand and a strategic advisor, the ultimate corporate and financial decisions are managed by the executive team at Celsius Holdings.
The $1.8 Billion Acquisition: Alani Nu Joins Celsius Holdings
The acquisition of Alani Nu, which officially closed on April 1, 2025, was one of the largest transactions in the history of the “Better-For-You” (BFY) beverage category. Celsius Holdings, the company behind the record-breaking growth of Celsius energy drinks, saw Alani Nu as the perfect vehicle to expand its reach.
Details of the Deal
The merger was structured as a definitive agreement where Celsius paid approximately $1.275 billion in cash and $500 million in Celsius common stock. This deal valued Alani Nu at roughly 5x its trailing twelve-month revenue, a testament to the brand’s incredible loyalty among female consumers and Gen Z.
The Strategic Shift to PepsiCo Distribution
A major benefit of the new ownership is the distribution synergy. Because Celsius Holdings has a long-term strategic distribution agreement with PepsiCo, Alani Nu has transitioned away from independent distributors and into the massive PepsiCo “Blue Truck” network.
As of early 2026, this shift has resulted in:
- Increased Availability: Alani Nu is now found in nearly every major gas station, convenience store, and grocery chain in the United States.
- International Expansion: Under Celsius’s guidance, Alani Nu has launched its first major retail pushes into the UK, Canada, and Australia using established global supply chains.
Market Share Analysis
The combination of Celsius and Alani Nu has created a “functional energy powerhouse.” Together, the two brands now control approximately 16.5% of the U.S. energy drink market, firmly placing the parent company as the third-largest player in the industry, trailing only Red Bull and Monster Energy.
The Visionaries: Who Are Katy Hearn and Haydn Schneider?
To understand the owner of Alani Nu, one must first look at the founders who built the brand’s cult-like following. Before the $1.8 billion sale, Alani Nu was the brainchild of Katy Hearn and her husband, Haydn Schneider.
The Origin Story (2018–2024)
The brand was launched in 2018 in Louisville, Kentucky. Katy Hearn was already a prominent fitness influencer with millions of followers who trusted her workout programs and lifestyle advice.
She recognized a massive gap in the market: most supplements and energy drinks were designed with “masculine” branding—think black cans, aggressive fonts, and extreme sports marketing.
Katy and Haydn set out to create a “Better-For-You” brand specifically for women. They focused on:
- Strategic Aesthetics: Pastel colors, floral designs, and “Instagrammable” packaging.
- Hormonal Wellness: Products like “Balance” were created to address specific concerns like hormonal acne and PCOS, which traditional supplement companies ignored.
- Gimmick-Free Formulations: Leveraging Haydn’s background in the supplement retail industry to ensure high-quality ingredients.
Influencer Marketing: The Alani Nu Playbook
The brand’s meteoric rise was fueled by a unique approach to partnerships. Unlike competitors like Red Bull, which focuses on extreme stunts [04:54], Alani Nu focused on lifestyle and “fan truths.”
- The Kim Kardashian Collab: In 2023, the launch of “Kimade” (Strawberry Lemonade) with Kim Kardashian signaled the brand’s move from a niche fitness product to a mainstream culture icon.
- The Paris Hilton Partnership: In 2024, the brand collaborated with Paris Hilton for the Pink Slush flavor, further cementing its status as the go-to energy drink for Gen Z and Millennial women.
The Role of Congo Brands (Trey Steiger & Max Clemons)
While Katy and Haydn were the face of the brand, Congo Brands served as the operational engine. Founded by Trey Steiger and Max Clemons, Congo Brands is a Louisville-based product ideation hub known for scaling high-profile influencer brands, including Logan Paul’s PRIME.
From Operator to Advisor
Prior to the April 2025 acquisition, Congo Brands held a majority stake and managed the manufacturing and logistics for Alani Nu. Following the sale to Celsius Holdings, the Congo Brands team has transitioned into an advisory capacity.
They continue to collaborate on new flavor development and innovation, ensuring that the brand doesn’t lose its “startup” energy despite being part of a multi-billion dollar public company.
Who Owns Alani Nu Stock? (Investor Guide)
Because Alani Nu is now a wholly-owned subsidiary, you cannot buy “Alani Nu stock” directly. However, you can own the brand by investing in its parent company, Celsius Holdings, Inc. (Nasdaq: CELH).
As of early 2026, the primary institutional owners of Alani Nu (via Celsius) include:
- The Vanguard Group: The largest institutional shareholder.
- BlackRock, Inc.: A significant stakeholder in the functional beverage space.
- PepsiCo: While not the owner, PepsiCo holds a strategic equity stake in Celsius Holdings as part of their long-term distribution and partnership agreement.
Business Analysis: The Celsius-Alani Synergy in 2026
To understand why Celsius Holdings paid $1.8 billion for Alani Nu, one must look at the “Better-For-You” (BFY) market data for 2026. The acquisition wasn’t just about buying a competitor; it was about segment domination.
Strategic Market Segmentation
Before the merger, Celsius and Alani Nu often competed for the same “fitness-conscious” shelf space. By 2026, the parent company has successfully bifurcated the brands to maximize reach:
- Celsius: Positioned as the “Performance/Thermogenic” brand, appealing to athletes and high-intensity trainers.
- Alani Nu: Positioned as the “Lifestyle/Aesthetic” brand, capturing the female-centric market and Gen Z consumers who prioritize flavor and community over clinical performance.
The “PepsiCo” Factor
The most significant operational change for Alani Nu in 2026 has been the integration into the PepsiCo distribution system.
- Retail Execution: On December 1, 2025, Alani Nu officially transitioned its U.S. distribution to PepsiCo. This move effectively ended the “out-of-stock” issues that plagued the brand as a smaller startup.
- Global Reach: Leveraging PepsiCo’s global infrastructure, Alani Nu is currently launching in 15 new international markets across Europe and Asia.
Conclusion: The Evolution of an Influencer Icon
The story of Alani Nu’s ownership is a blueprint for the “Influencer-to-Institutional” lifecycle. What started in 2018 as a niche supplement line for Katy Hearn’s coaching clients has evolved into a global powerhouse within the Celsius Holdings portfolio.
In 2026, the Alani Nu “owner” is no longer just one person or a small partnership in Kentucky. It is a massive, publicly-traded entity supported by PepsiCo’s distribution might. For the consumer, this means your favorite Pink Slush energy drink is easier to find than ever, backed by the stability of one of the world’s largest beverage companies.