Celsius Holdings, Inc. the creator and marketer of Celsius, which it describes as 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."
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.
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.