Who Made Alani Nu? Founders, Operators, and Current Owner Explained

Alani Nu was made by Katy Hearn Schneider and her husband Haydn Schneider, who co-founded the brand in Louisville, Kentucky in 2018. If you've been searching who made Alani, the short answer is: a husband-and-wife fitness duo who couldn't find a supplement brand they trusted so they built one.

The company was later operated by Congo Brands and acquired by Celsius Holdings in April 2025 for $1.8 billion.

The Founders: Katy and Haydn Schneider

Most people searching "who made alani" land on Katy's name and stop there. That's understandable  she's the face of the brand. But the full picture is a little more layered than that.

Katy Hearn Schneider

Katy built her following as a fitness trainer and social media influencer before Alani Nu existed. She spent years coaching women, particularly around health and fitness goals. And during that time, she kept running into the same uncomfortable moment: women asking her which supplements they should use.

She didn't have a good answer. Not because she didn't know supplements she did. The problem was she didn't trust what was on the market. Most products had ingredients she couldn't get behind. Recommending them would've meant compromising the trust she'd spent years building with her audience.

So she didn't. Instead, she decided to build something herself.That's the founding logic in its simplest form. Not a lab discovery. 

Not a corporate spinoff. A fitness professional who couldn't find a product she believed in, so she created one.

Haydn Schneider

Haydn is often left out of the founding story, which isn't really fair. He co-founded the brand alongside Katy and came from the same fitness world. Before Alani Nu launched, he ran fitness challenges and operated a 10,000-square-foot personal training facility. He understood the target customer not abstractly, but through direct experience working with them.

Together, Katy and Haydn launched Alani Nu in 2018 with a clear target audience: women who wanted cleaner, more trustworthy wellness products. The brand worked with a licensed pharmacist (PharmD) to develop formulations. Products were manufactured in a US-based GMP-certified facility from the start.

Also Read: Who Owns Alani Nu

What "Alani Nu" Actually Means

Interestingly, most competitor articles skip this entirely. "Alani" is a Hawaiian name meaning orange tree. "Nu" is a nod to "new." The name reflects the brand's aim to feel fresh, approachable, and different from the typical supplement industry aesthetic which, at the time, leaned heavily masculine and clinical.

The branding choice wasn't accidental. Bright colors, playful flavors, female-first positioning  it was all intentional from day one.

Congo Brands: The Operator Behind the Scene

Here's where a lot of coverage gets confusing. When Alani Nu was sold to Celsius in 2025, four names appeared in the deal: Katy Schneider, Haydn Schneider, Max Clemons, and Trey Steiger. 

Who are Clemons and Steiger?They're the co-founders of Congo Brands the company that operated Alani Nu.

What Congo Brands Did

Congo Brands is a brand-building and operating company based in Louisville, Kentucky. It took on the operational side of scaling Alani Nu distribution logistics, retail partnerships, the infrastructure needed to get a supplement brand into 62,000+ stores across the US.

What's often overlooked is that the Schneiders founded the brand, while Congo Brands provided the operational engine to scale it. These aren't the same thing, and conflating them causes the confusion you see in most articles.

Think of it this way: Katy and Haydn created the concept, the identity, and the product vision. Congo Brands, through Clemons and Steiger, built the commercial machinery around it. Both sides were sellers when Celsius came knocking.

How Alani Nu Grew Before the Sale

The brand didn't grow slowly. Revenue went from approximately $68 million in 2020 to roughly $228 million in 2021 a jump of around 335% in a single year. By 2022 it had made Louisville Business First's Fast 50 list two years running.

Retail expansion was aggressive. Target, Walmart, Kroger, GNC, The Vitamin Shoppe, Costco, and Amazon all stocked the brand. 

The energy drink line became the standout product. Unique flavor names Hawaiian Shaved Ice, Cosmic Stardust, Breezeberry helped it stand out on shelves already crowded with black-and-silver cans aimed at men.

Celebrity partnerships came later. Kim Kardashian, Paris Hilton, Emily Ratajkowski, and Whitney Simmons all appeared in campaigns or collaborated on flavors. That added visibility, but the retail footprint was already substantial before any of that happened.

The product also positioned itself carefully. Zero sugar. Low calorie. Vitamin-infused. In a market moving toward "better-for-you" beverages, that was the right lane to be in.

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Who Owns Alani Nu Now

The Celsius Holdings Acquisition

Celsius Holdings the Nasdaq-listed energy drink company behind the Celsius brand  announced the acquisition of Alani Nutrition LLC in February 2025. The deal closed in April 2025.

The total purchase price was $1.8 billion. The net price, after accounting for $150 million in tax assets, came to $1.65 billion. The transaction was a mix of cash and stock.

At the time of the announcement, Celsius framed the deal as combining two scaled energy brands under one platform both targeting consumers who want functional, low-sugar beverages.

What Changes, What Stays the Same

Celsius stated publicly that Alani Nu will continue operating as its own brand within the Celsius portfolio. The intention, based on statements made at announcement, is to maintain the brand identity while potentially expanding distribution reach particularly internationally, where Celsius already has infrastructure.

That said, post-acquisition brand evolution is rarely perfectly predictable. What Celsius has said and what will happen over the next few years are two different things. What's confirmed: Alani Nu is no longer an independent company. It's a wholly owned brand under a publicly traded corporation.

Katy Schneider's post-acquisition role has not been publicly detailed. She's not listed as an executive within Celsius Holdings. Her ongoing involvement, if any, is not confirmed in public disclosures.

A Quick Timeline

• 2018: Katy and Haydn Schneider found Alani Nu in Louisville, Kentucky

• 2020: Revenue approximately $68 million

• 2021: Revenue approximately $228 million; brand named to Fast 50 list

• 2022: Fast 50 recognition again; 62,000+ US retail locations

• February 2025: Celsius Holdings announces acquisition for $1.8 billion

• April 2025: Deal closes; Alani Nu becomes part of Celsius Holdings

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Conclusion

Alani Nu was made by Katy and Haydn Schneider in 2018, operated by Congo Brands, and sold to Celsius Holdings in April 2025 for $1.8 billion. Three distinct layers founders, operators, acquirer  make up the complete answer most articles miss

FAQs

Who made Alani Nu energy drinks?

Alani Nu energy drinks were created by Katy and Haydn Schneider, who founded the brand in 2018. Congo Brands operated the company and helped scale retail distribution. Celsius Holdings acquired Alani Nu in April 2025.

Is Katy Hearn still involved with Alani Nu?

Her post-acquisition role has not been publicly confirmed. She is not listed as an executive within Celsius Holdings. Her involvement, if any, is not detailed in public company disclosures.

Did Katy start Alani Nu by herself?

No. Katy Hearn Schneider co-founded the brand with her husband Haydn Schneider. Congo Brands co-founders Max Clemons and Trey Steiger were also part of the ownership group and handled operations.

Where is Alani Nu made?

Alani Nu products are manufactured in a US-based GMP-certified facility. The brand worked with a licensed pharmacist to develop its formulations.

Who owns Alani Nu now?

Celsius Holdings, Inc. (Nasdaq: CELH) owns Alani Nu as of April 2025, following a $1.8 billion acquisition from the Schneiders and Congo Brands.