Last month, energy-drinks group Celsius Holdings announced the acquisition of US Alani Nutrition (Alani Nu), home to a range of zero-sugar energy drinks, snacks, and protein shakes, for $1.8bn.

Celsius's acquisition of Alani Nu creates a powerhouse company that could dominate the 'better-for-you' energy drink category. In the FMCG industry, there is a concept called the 'Illusion of Choice'.

Key growth drivers include the Alani Nu acquisition, international expansion, the Subway food service rollout, and the new Celsius Hydration product line. Execution will determine success.

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Then, the group digs into the details of Celsius Holdings’ $1.8 billion acquisition of competitor Alani Nu and examines how the deal could impact distribution in the energy drink category as well as ...