November 19, 2012 at 07:00 AM EST
Celsius(R) Partners With Shanghai Honglu International Trade Co., Ltd. for China Launch
Celsius(R), the Leading Calorie Burning Beverage in the U.S., Teams With Shanghai Honglu International Trade Co., Ltd. to Lead Global Expansion Efforts Into Asian Market

BOCA RATON, Fla., Nov. 19, 2012 (GLOBE NEWSWIRE) -- Celsius Holdings, Inc. (Other OTC:CELH), the creator and marketer of Celsius®, the world's first calorie burning beverage backed by clinical science, announced today that they are partnering with Shanghai Honglu International Trade Co., Ltd. for the company's first foray into the Chinese market. Shanghai Honglu International will initially focus on distribution in the major cities of Beijing, Shanghai and Guangzhou.

"We are excited to partner with Shanghai Honglu International, whose knowledge and experience within the Chinese marketplace, will provide Celsius a strong foothold in such a vast market," stated Gerry David, President and CEO of Celsius Holdings. "As part of our global expansion initiatives, particularly in the Asian market, we will provide consumers there the opportunity to experience the great benefits of Celsius as consumers do in the U.S."

"Healthy diets and weight loss are categories that have seen tremendous growth in China in recent years," explained David Chang, Managing Director of Shanghai Honglu International Trade Co., Ltd. "Celsius is shown to burn calories, reduce body fat, energize metabolism, and provide lasting energy. We feel that these benefits, backed by Celsius' numerous scientific clinical studies, will represent a new and enticing product category to our consumers and we look forward to being a partner to Celsius."

Celsius' distribution channels within China will include health clubs, grocery, drug, government and direct response.

About Celsius Holdings, Inc.

Celsius Holdings, Inc. (Other OTC:CELH) markets Celsius®, which is backed by science. The Company is dedicated to providing healthier, everyday refreshment through science and innovation. For more information, please visit www.celsius.com.

The Celsius Holdings logo is available at http://www.globenewswire.com/newsroom/prs/?pkgid=15323

About Shanghai Honglu International Trade Co., Ltd.

Shanghai Honglu International Trade Co., Ltd., founded in 2003, is a well-known and respected import and export business with expertise in varied markets including high quality apparel and medical instrumentation. Recent expansion efforts include focus on health and fitness, including sponsorship of various sporting events.

CONTACT: Media Contact:
         Irina Lorenzi
         VP of Innovation and Marketing
         Celsius, Inc.
         561-276-2239 Ext. 215
         Email: ilorenzi@celsius.com
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