Celsius Makes Its Move and the UK Is Paying Attention

There’s a new name charging into the UK’s ever-expanding energy drink market—and it’s not creeping in quietly. CELSIUS, the American powerhouse behind the phrase “Live Fit,” is making waves across the country, bringing with it a fresh approach to fuel, flavour, and fitness culture. Already the fastest-growing energy drink brand in the United States, CELSIUS has now landed firmly on British soil—and judging by the noise it's making, it's here to stay.

While the energy drink category is often cluttered with aggressive branding and hyperbolic promises, CELSIUS feels different. There's an almost boutique quality to its branding, a lifestyle aesthetic that blends seamlessly into the lives of gym-goers, professionals, and high-performers alike. With a line-up of high-profile UK ambassadors that includes Declan Rice, Tom Curry, Georgia Stanway, and rising sprinting star Rhasidat Adeleke, the brand’s image is crystal clear: this is energy for people on the move, with purpose.

And yes, CELSIUS talks the talk—but it also delivers on taste. The flavours are punchy, tropical, and distinctly moreish. Peach Vibe serves up the kind of sweet, sun-drenched notes you’d expect to find poolside in Miami, while Fantasy Vibe brings a zesty burst of orange that’s reminiscent of late summer heat and long evenings. Cosmic Vibe is a bold mix—mandarin, strawberry, and a galaxy of berry notes that feel like a proper throwback to 90s fruit punch (if it were reimagined for a Soho House minibar). Then there’s Sunset Vibe: a lush blend of mango and passionfruit that captures golden hour in a can. If drinks had horoscopes, this one would be a Leo.

Behind the bright cans and slick campaign visuals lies a formula that speaks to modern health consciousness. CELSIUS’s drinks are packed with ingredients designed to support metabolism, energy, and performance—without the sugary crash or synthetic aftertaste often associated with traditional players in the space.

The UK market hasn’t seen an entry like this in a long time. Where others push high-octane messaging and macho aesthetics, CELSIUS feels more lifestyle-led—like the drink of choice for someone heading from a Barry’s class to an East London co-working space, or pre-loading ahead of a night at Printworks.

With more UK announcements rumoured for 2025, and an ever-growing community of ambassadors and fans, CELSIUS is laying the foundations for what looks to be a full-scale cultural takeover. It’s no longer a case of if you’ll see it on shelves, but when you’ll start adding it to your own daily rotation.

Live Fit? With CELSIUS, it’s more than a slogan—it’s an energy shift.