Celsius(R) Partners With Dubai Franchising of UAE International Investments for Exclusive Distribution in Middle East

Celsius(R), the World's First and Only Negative Calorie Beverage, Teams With Dubai Franchising, a Subsidiary of UII, Founded by a Member of the Royal Family of Dubai, for Exclusive Distribution in the Middle East

Boca Raton, Florida, UNITED STATES

BOCA RATON, Fla., Feb. 25, 2014 (GLOBE NEWSWIRE) -- Celsius Holdings, Inc., (Other OTC:CELH) the creator and marketer of Celsius®, the world's first Negative Calorie beverage backed by clinical science, announced today the exclusive partnership with UAE International Investments (UII), a major financial and distribution power in the Middle East.

"Our partnership with UII provides Celsius a significant opportunity for our unique brand in the Middle East region which has over 300 million people," Gerry David CEO of Celsius Holdings stated. "UII's strength and influence in Dubai and the Middle East provides a strong partnership for our brand." David continued, "The Royal Family of Dubai's dedication to sport and fitness provides the best platform for our Celsius brand."

"We are pleased and happy that we have welcomed Celsius to our company. A product we believe in, Celsius offers more than just an energy drink, Celsius is a lifestyle," says His Excellency Saleh Mohammed BelJafla, CEO of UAE International Investments/ Dubai Franchising. "We see that with this product we will create a niche and competitive market that will provide consumers value and a different experience."

UAE International Investments - a world class investor.

UII was founded by a Member of the Royal family of Dubai in 2013 to strengthen the country's economy, by diversifying into new asset classes and services. Building on the heritage of Dubai Investments dating back to 1926, its growing portfolio of long-term strategic investments help compliment the country's huge wealth in natural resources.

UAE's goal is to become a major international centre for finance, investment management and services, a vision shared by its government, people and institutions.

Headquartered in Dubai, UII is structured to operate at the highest levels of global investment. As a world class investor, UII adheres to the strictest financial and commercial disciplines. UII is building a strong track record of investments in different asset classes, including, property, alternative assets and private equity in the local and global markets.

UII has under its umbrella various subsidiaries with Dubai Franchising being one of them.

Dubai Franchising – Excellence You Can Trust

Dubai Franchising was set up in the UAE by a member of the Royal Family with a vision in establishing and distributing a network of various international brands in the UAE that include Retail, Food, FMCG, Health & Beauty, Pharmacy & Optics, Home & Electronics and Leisure & Entertainment.

It aims to be one of the most successful and prestigious franchising operators in the GCC & Lebanon regions delivering the most sought after brands to consumers. Dubai Franchising is determined to recruit and build a team of excellence that will take this brand to its rightful place in the consumer pyramid.

About Celsius Holdings, Inc.

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

Forward-Looking Statements

This press release may contain statements that are not historical facts and are considered forward-looking within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements contain projections of Celsius Holdings' future results of operations and/or financial position, or state other forward-looking information. In some cases you can identify these statements by forward-looking words such as "anticipate," "believe," "could," "estimate," "expect," "intend," "may," "should," "will," "would," or similar words. You should not rely on forward-looking statements since Celsius Holdings' actual results may differ materially from those indicated by forward-looking statements as a result of a number of important factors. These factors include, but are not limited to: general economic and business conditions; our business strategy for expanding our presence in our industry; anticipated trends in our financial condition and results of operation; the impact of competition and technology change; existing and future regulations affecting our business; and other risks and uncertainties discussed in the reports Celsius Holdings has filed previously with the Securities and Exchange Commission. Celsius Holdings does not intend to and undertakes no duty to update the information contained in this press release.


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