Celsius Holdings Reports Third Quarter 2011 Results Debt Restructuring and Management Changes

BOCA RATON, FL--(Marketwire -11/07/11)- Celsius Holdings, Inc. (Pinksheets: CELH.PK - News), the creator and marketer of Celsius®, Your Ultimate Fitness Partner®, today reported their results of operations for the third quarter ended September 30, 2011.

Revenue for the third quarter totaled $2.5 million as compared to $1.7 million for the same quarter in 2010, an increase of 47%. A significant portion of this increase related to a reduction of discounts and promotions this year as compared to last year's third quarter.

Revenue for the nine months ended September 30, 2011 totaled $6.8 million versus $8.2 million in the same period last year, a decrease of 17%.

The Company recorded a net loss of $278,000 for the third quarter compared to a net loss of $5.0 million in the same quarter a year ago, or $(.01) and $(.27) per share respectively. For the nine months ended September 30, 2011, the Company recorded a net loss of $1.2 million or $(.06) per share compared to a net loss of $14 million or $(.81) per share for the same period a year ago. The reduction of the loss in the current periods is mainly due to a reduction in selling and marketing expenses.

The Company also announced a restructuring of its long term debt obligation with CDS Ventures of South Florida, LLC (CDS). At September 30th, the terms of the $2 million convertible debt was amended as follows:

                        Previous Terms        New Terms
                        --------------        --------------
Due Date                September 2012        September 2014
Interest rate           Libor +7%             6%
Conversion price        $10.20                $.30

On September 30th, $500,000 of the convertible debt was converted into 1,666,667 common shares.

In addition, our $3 million line of credit with CDS (of which $2.25 million was outstanding as of September 30, 2011), were amended as follows:

                     Previous Terms        New Terms
                     --------------        --------------
Limit                $3.0 million          $3.25 million
Due Date             September 2012        September 2014
Interest rate        5%                    no change

The Company today also announced the appointment of Mr. Gerry David as Chief Executive Officer and President of Celsius. He is a seasoned executive with over 35 years experience in start-up, turn around and fast growth businesses. Prior to joining Celsius, Mr. David served as Executive Vice President of the Consumer Products Group for Oragenics Inc., a publically traded company. He led the planning, implementation and growth of this new division globally. Prior to joining Oragenics, Inc. Mr. David held several executive positions with consumer product companies with varied distribution channels.

Mr. David stated, "I am pleased to be joining the Celsius management team. The Celsius product represents a breakthrough in the functional beverage market. The world's first and only healthy negative calorie drink. A key attraction for me was the credible science that substantiates our powerful benefit claims. The company has done an outstanding job of getting the Celsius brand placed on the shelves of thousands of retail outlets. The focus now is driving consumers into the stores. We are finalizing our 2012 marketing plan which will leverage social/digital media, Direct Response TV, Electronic Retail TV and other strong marketing vehicles including sampling programs in health and fitness clubs nationwide. Opportunities in 2012 for Celsius are not just domestic, but global. We are seeing strong acceptance of our product in several countries and our plan is to grow our international business. Celsius is positioned for an exciting 2012."

Steve Haley, the Company's previous CEO will remain as a consultant with the Company on an as needed basis.

The Company also announced that Carl DeSantis increased his beneficial ownership in the Company's outstanding common shares from 42% to 52%.

Celsius Holdings, Inc. (Pinksheets: CELH.PK - News) markets Celsius®, Your Ultimate Fitness Partner ®, which is backed by science. Celsius is dedicated to providing healthier, everyday refreshment through science and innovation. Information about Celsius Holdings, Inc. and Celsius, Your Ultimate Fitness Partner ®, is available at http://www.celsius.com.

Forward-Looking Statements
This press release may contain statements that are not historical facts and are considered forward-looking within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements contain projections of Celsius Holdings' future results of operations and/or financial position, or state other forward-looking information. In some cases you can identify these statements by forward-looking words such as "anticipate," "believe," "could," "estimate," "expect," "intend," "may," "should," "will," "would," or similar words. You should not rely on forward-looking statements since Celsius Holdings' actual results may differ materially from those indicated by forward-looking statements as a result of a number of important factors. These factors include, but are not limited to: general economic and business conditions; our business strategy for expanding our presence in our industry; anticipated trends in our financial condition and results of operation; the impact of competition and technology change; existing and future regulations affecting our business; and other risks and uncertainties discussed in the reports Celsius Holdings has filed previously with the Securities and Exchange Commission. Celsius Holdings does not intend to and undertakes no duty to update the information contained in this press release.


                  Celsius Holdings, Inc. and Subsidiaries
                   Condensed Consolidated Balance Sheets
                                                September 30   December 31
                                               -------------  -------------
                    ASSETS                          2011           2010

Current assets:
Cash and cash equivalents                      $     130,218  $   1,320,665
*Accounts receivable, net                            448,805        498,708
Inventories, net                                     993,429      1,563,753
Other current assets                                 111,801        138,310
                                               -------------  -------------
  Total current assets                             1,684,253      3,521,436

Property, fixtures and equipment, net                 75,636        101,895
                                               -------------  -------------
    Total Assets                               $   1,759,889  $   3,623,331
                                               =============  =============

Current liabilities:
*Accounts payable and accrued expenses         $   1,109,437  $   2,077,735
Due to related parties, short-term portion            19,719         63,882
                                               -------------  -------------
  Total current liabilities                        1,129,156      2,141,617

Convertible note payable, related party            1,500,000      2,000,000
Note due to related parties                        2,250,000      2,000,000
                                               -------------  -------------
  Total Liabilities                                4,879,156      6,141,617
                                               -------------  -------------

Stockholders' Equity (Deficit):
Common stock                                          20,182         18,515
Additional paid-in capital                        36,692,874     36,101,998
Accumulated deficit                              (39,832,323)   (38,638,799)
                                               -------------  -------------
  Total Stockholders' Equity (Deficit)            (3,119,267)    (2,518,286)
                                               -------------  -------------
    Total Liabilities and Stockholders' Equity
     (Deficit)                                 $   1,759,889  $   3,623,331
                                               =============  =============

*Note: Customer discounts and promotion payables were previously classified as a liability in 2010. These amounts have been restated and netted against accounts receivable for all periods presented.

                  Celsius Holdings, Inc. and Subsidiaries
              Condensed Consolidated Statements of Operations

                          For the Three Months       For the Nine Months
                           Ended September 30,       Ended September 30,
                        ------------------------  -------------------------
                            2011         2010         2011         2010
                        -----------  -----------  -----------  ------------
  Net revenue           $ 2,535,555  $ 1,729,322  $ 6,773,653  $  8,209,632
  Cost of goods sold      1,626,395    1,741,847    4,211,521     5,483,775
                        -----------  -----------  -----------  ------------
Gross profit                909,160       27,475    2,562,132     2,725,857

  Selling and marketing
   expenses                 593,409    4,255,134    2,236,746    12,931,397
  General and
   expenses                 528,115      772,486    1,330,312     3,062,816
                        -----------  -----------  -----------  ------------
Loss from operations       (212,434)  (5,000,145)  (1,004,926)  (13,268,356)

Interest expense, net        65,406       36,741      188,599       647,298
                        -----------  -----------  -----------  ------------

Net loss                $  (277,840) $(5,036,886) $(1,193,525) $(13,915,654)
                        ===========  ===========  ===========  ============

Basic and diluted:
  Weighted average
   shares outstanding    18,533,591   18,448,553   18,521,680    17,197,246
                        ===========  ===========  ===========  ============
  Loss per share        $     (0.01) $     (0.27) $     (0.06) $      (0.81)
                        ===========  ===========  ===========  ============