1706 ET - Energy-drink maker Celsius says there is only a 14% overlap between its customers and buyers of Alani Nu, the competitor it agreed to buy for $1.8 billion last week, according Circana panel data. But that doesn't totally quell concerns among analysts who say the brands' customer bases are too similar and the deal will "cannibalize" sales. Celsius execs say at a recent conference that the brand has more of a gender-neutral, fitness-focused audience, while Alani Nu is more of a women's lifestyle brand. But Celsius may have bought back some customers that were lost to Alani Nu, as Celsius' market share declined year over year and Alani Nu shares accelerated. While Celsius makes the distinction between the brands, "they both still over-index to young, affluent female customers, " TD analysts say. Shares have soared 40% in the wake of the deal. (emon.reiser@wsj.com)
(END) Dow Jones Newswires
February 24, 2025 17:06 ET (22:06 GMT)
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