Alani Nu Owner? The $1.8 Billion Acquisition You Need to Know

Who Owns Alani Nu?

As of 2026, Alani Nu is owned by Celsius Holdings, Inc. (Nasdaq: CELH). The fitness beverage giant officially entered into a definitive agreement to acquire the brand in February 2025 for $1.8 billion.

The acquisition combined two of the fastest-growing names in the "better-for-you" energy category. While Alani Nu was originally built under the Congo Brands umbrella by founders Katy and Haydn Schneider, it now operates as a leading platform within the Celsius family.

As part of the deal, the original founders and the leadership team from Congo Brands (Trey Steiger and Max Clemons) remain involved as advisors to maintain the brand’s "authentic community" feel.

The Founders: How Katy Hearn Built a Movement

Before the billion-dollar exit, the primary Alani Nu owner and face of the brand was entrepreneur and influencer Katy Hearn (now Katy Schneider).

Founded in 2018, Alani Nu was designed specifically to fill a gap in the market: high-quality, aesthetically pleasing supplements and energy drinks tailored toward women.

Alongside her husband, Haydn Schneider, Katy leveraged a massive social media presence to turn a startup into a "lifestyle movement." By focusing on unique flavors like Kimade (with Kim Kardashian) and Pink Slush (with Paris Hilton), the founders captured a loyal Gen Z and Millennial audience that made the brand an attractive target for acquisition.

The Congo Brands Era & Strategic Growth

Before the transition to Celsius, Alani Nu was famously part of the Congo Brands portfolio. Based in Louisville, Kentucky, Congo Brands was founded by Trey Steiger and Max Clemons.

The Operating Powerhouse

Congo Brands acted as the "rebel base" for Alani Nu, providing the manufacturing, distribution, and operational muscle needed to scale. Under their management, Alani Nu’s retail presence exploded, growing 78% year-over-year by early 2025.

Congo Brands was known for its "white-label" expertise and for housing other major influencer-led brands like PRIME (Logan Paul and KSI). This partnership allowed Alani Nu to maintain its boutique, founder-led image while having the supply chain capabilities of a global beverage company.

Why Celsius Acquired Alani Nu

The decision for Celsius Holdings to become the new owner was a strategic move to create a "functional lifestyle platform."

• Complementary Demographics: While Celsius is a titan in the general fitness space, Alani Nu provided instant access to a "female-focused" demographic.

• The Numbers: At the time of the sale, Alani Nu was generating nearly $600 million in annual revenue.

• Market Position: The deal allowed Celsius to dominate the zero-sugar, better-for-you energy sector, projecting combined sales to hit approximately $2 billion.

Frequently Asked Questions

Is Alani Nu still owned by Katy Hearn? 

Katy Hearn is a co-founder and was a primary owner until the 2025 sale. She now serves as an advisor to ensure the brand stays true to its roots under the Celsius Holdings umbrella.

What happened to Congo Brands? 

Congo Brands remains an independent entity owned by Max Clemons and Trey Steiger, though they sold their stake in Alani Nu as part of the $1.8 billion Celsius

deal.

Does Pepsi own Alani Nu? 

Not directly. However, PepsiCo is a major distribution partner and minority shareholder in Celsius Holdings, meaning Alani Nu products now benefit from the massive PepsiCo distribution network.

Final Thoughts

The journey of the Alani Nu owner is a masterclass in modern branding—starting as a social media passion project by Katy Hearn, scaling through the operational expertise of Congo Brands, and finally reaching the global stage through a $1.8 billion acquisition by Celsius Holdings.