Who Owns Alani Nu?

Alani Nu is a premium wellness and nutrition brand based in Louisville, Kentucky. The company was founded in 2018 by entrepreneur and influencer Katy Hearn. Alani Nu makes its health and fitness supplements in the US and sells the products through its online platforms and retailers, including Target, Amazon, GNC, The Vitamin Shoppe, Kroger, and QuikTrip.

In Jul 2023, Alani Nu partnered with entrepreneur and celebrity Kim Kardashian to offer Kimade. Kimade is an exclusive, limited-edition energy drink with a refreshing Strawberry Lemonade flavor. [1]

Alani Nu markets itself as a better-for-you health and wellness nutrition brand. However, North American consumer groups and health authorities are concerned about Alani Nu’s ingredients.

In Aug 2023, the Canadian Food Inspection Agency (CFIA) issued a warning on all flavors of Alani Nu energy drinks. CFIA ruled that Alani Nu energy drinks shouldn’t be consumed, served, or distributed in Canada due to non-compliance with caffeine content and bilingual labeling. This decision undercuts Alani Nu’s competitive advantage. [2]

Alani Nu stays ahead of competitors by refreshing its product line. The brand relies on its in-house team and strategic partnerships to create and launch new products. In May 2024, Alani Nu collaborated with socialite Paris Hilton to develop its latest Pink Slush energy drink flavor.

The brand packs its 12 oz. strawberry cream beverage with 200mg of caffeine and B vitamins. Consumers can also access Pink Slush in Alani Nu’s pre-workout powder product. [3]

Alani Nu is a fast-growing health and wellness brand. It operates in a competitive market with giants like Dr. Pepper, Coca-Cola, and Pepsi. In Jun 2023, Alani Nu’s energy drink was top on Circana’s Pacesetters report, with $228.4 million in yearly sales.

The list features the best-selling new products. Alani Nu outperformed competitors, including Dr. Pepper Zero Sugar, Red Bull, and Chic-fil-A. But who owns Alani Nu? [4]

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Who is Alani Nu’s Parent Company?

Alani Nu is majority-owned by Congo Brands, a holding company for entrepreneurs Trey Steiger and Max Clemons. Alani Nu’s founder, Katy Hearn, and her husband, Haydn Schneider, also own a stake in the business.

In Jul 2023, Alani Nu was valued at over $3 billion. Congo Brands is exploring options for Alani Nu, including selling the company. [5]

Congo Brands was founded in 2014 by Trey Steiger and Max Clemons. The private company relies on its top management team for leadership and guidance. In Apr 2024, Congo Brands hired former Red Bull executive Mark Rappaport as its first Chief Commercial Officer. Rappaport will report to Congo Brands CEO Max Clemons and work with other C-suites to deliver the company’s mission and targets. [6]

Congo Brands is a fast-growing wholesale supplement and beverage company. It is based in Louisville, Kentucky, just like Alani Nu. In Mar 2024, Congo Brands acquired an office property on Triton Park Blvd., Louisville, Kentucky, for $15.3 million.

The company plans to renovate the building and transform it into its headquarters. It will include a gym, locker rooms, a golf simulator, food and coffee stations, and a game room. [7]

Congo Brands is a full-service product development center The parent company owns three innovative brands: Alani Nu, PRIME, and 3D Energy. PRIME was founded by Logan Paul and KSI.

In Apr 2024, PRIME was sued for misinforming consumers about its ingredients. The lawsuit alleges that the brand advertises its 12-ounce energy drinks as containing 200 milligrams of caffeine, yet they have 215-225 milligrams of caffeine. [8]

Image Credit: Kelly Sikkema

Alani Nu Ownership History

Fitness enthusiast and social media influencer Katy Hearn founded Alani Nu in 2018. Her mission was to create premium supplements that cater to women’s unique needs. The brand expanded its product line to support overall well-being and physical performance.

It also unveiled new flavors for existing items. In Nov 2020, Alani Nu introduced its energy drinks in Target stores nationwide. The collection included Watermelon Wave, Hawaiian Shaved Ice, Tropsicle, Cosmic Stardust, Mimosa, and Arctic White flavors. [9]

Katy Hearn’s husband, Haydn Schneider, is a former health enthusiast at Vitamin Shoppe. The pair hosted fitness challenges and created a 10,000-square-foot gym facility for personal training. Then, they launched their signature Alani Nu supplement brand in 2018.

One thing that set Alani Nu on a path to success is the co-founders’ commitment to a healthy lifestyle. In 2021, Katy Hearn created an Instagram account to visualize her health and fitness progress.

She and her husband created products that address followers’ concerns. Katy’s personal struggle with hormone imbalances and followers’ stories nurtured the idea behind Alani Nu’s best-selling Balance supplement. [10]

Alani Nu expanded by leveraging social media and strategic partnerships with retailers. Katy and Haydn partnered with The Vitamin Shoppe, Target, GNC, and Kroger to sell Alani Nu’s products.

Consumers can buy Alani Nu’s gimmick-free supplements across 62,000 US stores and through the brand’s e-commerce store. In 2021, Alani Nu’s revenue increased by 335% from $68 million to $228 million from 2020. It was featured on 2021 and 2022 Louisville Business First’s Fast 50 lists of the fastest-growing companies in Louisville, Kentucky. [11]

Congo Rebel Base LLC’s Trey Steiger and Max Clemons acquired a significant stake in Alani Nu. The white-label product manufacturer added Alani Nu to its portfolio of brands, including PRIME and 3D Energy. In Apr 2023, Congo LLC invested $8.25 million to relocate and expand its Louisville headquarters. [12]

Image Credit: Great Cocktails

Alani Nu’s Shareholder Structure

Alani Nu is a private company offering energy drinks and supplements. The company’s shareholder structure has four investors. Founder Katy Hearn and her husband, Schneider, are the brand’s top shareholders.

Entrepreneurs Trey Steiger and Max Clemons have a significant stake in Alani Nu through their holding company, Congo Brands. In Jul 2023, Alani Nu was exploring a full or partial sale of the business at over $3 billion valuation. An acquisition deal will change Alani Nu’s shareholder structure. [13]

Congo Brands is a white-label product manufacturer and an investment holding firm owned by Trey Steiger and Max Clemons. Steiger and Clemons use Congo LLC to create synergies between independent brands.

As of Jul 2023, Congo LLC had three brands in its portfolio: Alani Nu, PRIME Hydration, and 3D Energy sports drink. Steiger and Clemons used Congo LLC to invest in these businesses. Hearn and Schneider have an ownership stake in Alani Nu, while Congo Brands oversees manufacturing and distribution. [14]

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