Costco Launches Kirkland Energy Drinks at Lower Price than Celsius
Costco (COST) recently introduced energy drinks under Kirkland Signature, featuring a similar look and flavor profile as Celsius (CELH) but at a lower price point, writes The Wall Street Journal's Kelly Cloonan. Commenting on the news, a spokesperson for Celsius said Kirkland's launch doesn't change its confidence in its growth trajectory, or its long-term strategy. "A value-priced private-label launch can get trial, but it is too early to conclude that trial becomes durable switching in a highly brand-led energy category," the Celsius spokesperson said. "The category continues to bring in new consumers, and there remains substantial opportunity as modern energy continues to grow and evolve." Celsius said Costco remains a valued customer.
