Elf and Celsius are telling a similar story. Organic growth is slowing, so they’re leaning on acquisitions, Elf with Rhode, and Celsius with Alani and Rockstar, while also pushing international expansion. Both strategies seem to be working to some extent. I know Elf is having trouble navigating tariff scenario.
From what I’ve seen, Elf is still widely used among my girlfriend, her friends, and my coworkers, while Rhode hasn’t really shown up much in the wild yet, although I know the numbers tell a different story. On the beverage side, Alani is gaining traction, my girlfriend’s friend was raving about it and told her she needs to try it. Rockstar also launched a new lemonade flavor that my coworkers and I enjoy. Rockstar could be making a comeback once more people start trying it and talking about it.
Do you think this roadmap, leaning on acquisitions and international expansion while organic growth matures, is enough for companies like these to sustain growth, or is it better off focusing elsewhere while waiting for the consumer to come back alive?