Nutrition Business Journal

Celsius Executive Takes the Temperature of the Functional Beverage Market

Q&A With Steve Haley, President and CEO of Elite Fx.

NBJ: Beverages are one of the fastestgrowing categories in the nutrition industry. Have they showed any signs of slowing yet?

SH: We believe growth in functional beverages will continue because the underlying consumer benefit will remain highly desirable. Consumers’ desire for healthier alternatives and demand for more from their foods and beverages will continue to fuel the trend towards new beverages offering more than empty calories.

When the concept of c

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