
Celsius’ second quarter was marked by a negative market reaction, as both revenue and non-GAAP profit fell short of Wall Street expectations. Management attributed this underperformance to the timing and depth of SKU rationalization within the core Celsius brand and integration complexities from recent acquisitions. CEO John Fieldly acknowledged, “We went too deep on the CELSIUS rationalization,” and noted that delayed retail space upgrades and purposeful innovation pauses created a gap that was
