Goods · brand
Alani Nu
Energy drink and supplement brand, fitness creator founded · Louisville
- Founded
- 2018
- Entered
- 2018
- Status 2026
- Acquired
- Metro
- Louisville
- Embeddedness
- 5 connections
- Confidence
- verified · strongest source primary or company
Method
Alani Nu is founded in Louisville in 2018 by fitness creator Katy Hearn, now Katy Schneider, and her husband Haydn Schneider with Congo Brands as operator. It reaches about 595 million dollars of net revenue in 2024, partners with Addison Rae on a Berry Pop flavor in 2022, and is sold to Celsius Holdings in a deal announced February 20, 2025 at 1.8 billion dollars including tax assets, a net 1.65 billion in cash, stock and earn out, closing April 1, 2025. It is one of the largest publicly reported exits for a creator founded beverage and the outcome of the Congo model that Prime does not repeat.
People: Katy Schneider, Haydn Schneider
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The path: money and goods moving
- made byCongo BrandsCongo Brands operates and produces Alani Nu from its 2018 founding until the Celsius sale.2018 to 2025
- backed byCongo BrandsCongo co founders Max Clemons and Trey Steiger are sellers in the Alani Nu sale.2018 to 2025
- came out ofCongo BrandsCongo Brands co founds and operates Alani Nu with Katy Hearn from 2018 until the Celsius sale. (partly verified)2018 to 2025
- sponsoredAddison RaeAlani Nu releases a Berry Pop flavor with Addison Rae in 2022.2022
- acquired byCelsius HoldingsCelsius announces the purchase of Alani Nu for 1.8 billion dollars in cash and stock in February 2025.2025