Earnings Call: Q1 2021

May 13, 2021

Greetings and welcome to Celsius Holdings First Quarter Earnings Call. At this time, all participants are in a listen only mode. A question and answer session will follow the formal presentation. As a reminder, this conference is being recorded. It is now my pleasure to introduce your host, Cameron Donahue, Investor Relations for Celsius. Thank you. You may begin. Thank you, and good morning, everyone. We appreciate you joining us today for Celsius Holdings' Q1 2021 Earnings Conference Call. Joining me on the call today are John Fieldly, President and Chief Executive Officer and Edwin Negron, Chief Financial Officer. Following the prepared remarks, we'll open the call to your questions and instructions will be given at that time. The company filed its Form 10 Q with the SEC and released a press release pre market today. All materials are available on the company's website, celsiusholdingsinc.com under the Investor Relations section. As a reminder, before I turn the call over to John, an audio replay will be available later today. Please also be aware that this call may contain forward looking statements, which are based on forecasts, expectations and other information available to management as of May 13, These statements involve numerous risks and uncertainties, including many that are beyond the company's control. Except to the extent as required by applicable law, Celsius Holdings undertakes no obligations and disclaims any duty to update any of these forward looking statements. We encourage you to review in full our Safe Harbor statements Contained in today's press release and our quarterly filings with the SEC for additional information. With that, I'd like to turn the call over to President and Chief Executive Officer, John Fieldly for his prepared remarks. John? Thank you, Cameron. Good morning, everyone, and thank you for joining us today. The company achieved a record Q1 exceeding $50,000,000 in sales, which were derived by over 100% growth in North America sales From continued strong demand for our portfolio and a 25% growth in international sales. International sales growth was primarily derived from a 22% growth from our Nordic operations. Even with the record quarter, we are still dealing with the impacts of COVID-nineteen in several channels, international markets and experiencing increased costs in raw materials and transportation. Channels of trade we operate in, in which we continue to see these effects, include our health and fitness, Vending, food service as well as reduced foot traffic and several additional channels. However, we are starting to see improvements through the Q1, but still not fully normalized. In addition, our EU, Middle East, Southeast Asia and Australia operations remained adversely affected by COVID-nineteen pandemic. While we have started to see sequential improvements over the last few quarters with capacity restrictions as well as reopenings in hardest hit channels, there remains uncertainty as their potential could be reclosings due to case increases in our regions of operations, we could force extended closures in some states and countries. The health and safety of our employees and partners remains our top priority and safety precautions have been implemented, which we We have developed and adopted in line with guidance from public health authorities. In addition to increases in transportation costs, we are experiencing another COVID impact. It is an aluminum can shortage, which has impacted the entire industry. The large can manufacturers in the U. S. Have initiated major expansion projects, which we expect to be completion time somewhere in the or starting in the back half of twenty twenty one and potentially through 20222023. Celsius immediately implemented contingency plans last fall by sourcing cans internationally. We received our first orders in March of 2021. The company anticipates 50% of can supply for 2021 will be derived from imported and wrapped cans, which should decrease in late 2021 and through 2022 as more U. S. Capacity comes online. In the Q1, we saw a higher proportion of wrapped cans So that represents a slight margin improvement going forward with the change in mix. In addition, the team is expanding warehouse distribution sites, Implementing contingency plans to further source raw materials with minimum floor stock programs, blanket purchase orders, 2nd and third supplier alternatives. The team continues to quickly adapt to the new COVID environment and are focused in driving efficiencies and operational performance. As outlined in our last call, this will impact the gross profit margins by a few points, but we remain confident that the company will run at approximately in the low 40% gross profit range through 2021, which is right in line with our Q1 results. We continue to explore additional opportunities as may become available to shorten the duration Celsius is impacted by the can shortage, and there is potential for improvement in the back end of this year. In addition, the company is optimizing its promotional architecture and strategies, partially mitigating these inflationary increases in raw materials and transportation. The company remains generally available throughout the quarter, but did experience shipping delays because of can shortages as well as the Texas freeze, shutdown 2 co packers and 1 of our warehouses for over 2.5 weeks during the quarter, but they have been fully back online at the end of the Q1. On the convenience channel side in North America, which represents the largest energy drink market in the country with over $9,000,000,000 in annual sales, The latest SPINS data shows a 77% year over year increase for Celsius product portfolio in the convenience channel compared to a 7.5% overall In the energy drink category, we're only holding a 16.8 percent ACV. We have added over 13,500 convenience stores to the last 12 months with additional accounts expected through spring resets. In addition, we recently achieved the 21, 2021. Our first new spring reset win began in late March with the national launch of Murphy USA in 1500 locations, will initially be serviced approximately 80% of stores will be serviced by DSD with over with 6 flavors authorized. Industry backed third party data continues to show accelerating growth and metrics, and we are confident that the Celsius Portfolio will continue to drive sales even higher as we further increase our ACV in the channel through additional launches with national chains and transitioning existing accounts to our DSD network. Consumer demand for Celsius has grown even stronger through 2021, with the most recent reported Nielsen scan data as of April 24, 2021 showing Celsius sales were up 2 18% year over year for the 2 week period, 120.3 percent for the 4 week period and 151.4 percent for the 12 week period as well as 88.6 percent for the 52 week period with achieving a 1.2% share in the last 4 weeks. The next highest comp for the most recent 2 week data was Red Bull, which grew at a 29% 37 2% for the 2 4 week time frame. In our e com channel, according to Stackline, which tracks energy drink sales on Amazon in the United States For the 4 weeks ending April 17, 2021, sales in dollars in the energy drink category by Amazon, including energy shocks, grew at 160.1 percent growth in the same period a year ago. Celsius sales increased 265%, and our share increased by 4.5 points to 15.5 percent share of the category, which puts Celsius as the 2nd Largest energy drink brand on Amazon behind Monster Energy at a 35.6 share and now above Red Bull, which is at a 13 point 7, share. We continue to see acceleration through all channels of trade and are now beginning to see the additional lift From the conversion of accounts to our DSD network. Additionally, we secured additional distribution agreements with key partners further expanding availability to new regions As Celsius builds out its national distribution network, which now includes over 180 regional direct store delivery DSD partners And distribution centers covering approximately 85 percent of major metropolitan markets. Recent additions have predominantly been filling distribution gaps outside of the major Transition in DSD continues with Target, CBS, Walmart, Racetrack, 711 and others with additional regions And retail partners plan to transition to DSD throughout 2021. Today in the United States, our total door count now 92,000 locations nationally, up approximately 10,000 locations since the beginning of 2021. We expect this number to grow even further in the coming quarters as retailers execute their Planogram resets, which were delayed due to the COVID-nineteen pandemic. On our co packing front, we continue to expand our partners and scale at an existing locations, improving line time priority. Our total U. S. Co packer footprint is now 8 locations that are active, which will help protect the future of our stocks and support our massive growth. In Europe, we further integrated and leveraged synergistic benefits from the acquisition of Funk Food, a Nordic wellness company that was immediately accretive to earnings and is an important step in Our strategy in building out global dominant brand. Europe operations were impacted by COVID and additional lockdowns in the Q1, which were impacted largely impacted by the We continue to see great opportunities and momentum in these markets. We continue to evaluate additional European expansion, primarily in the UK and Germany, in addition to working with Amazon Europe to further expand our e commerce opportunities throughout Europe. In China, we maintain a licensing royalty model in the market where our distributor covers approximately 76 cities serves approximately over 60,000 locations of distribution. Our other international markets have started to pick up Back up, Balto off a small base. Australia sales resumed through our distribution partner in the market. And in Malaysia, we maintain a direct relationship with a local distributor. We maintain approximately 2,000 retail locations with plans to reenter gyms, vitamin specialty locations, additional retail partners as the recovery continues. As with Europe and the United States, we see significant opportunity to capitalize on a global scale, reflecting the changes in consumer preferences for better for you offerings in the enormous market of Asia. Now moving on to marketing. On the marketing front, we continue to activate, target new consumers Existing consumers where they live, work and play, be enabling meaningful connections and emotional connections through robust integrated marketing programs even while consumers are at home. Specifically during the quarter, despite COVID-nineteen restrictions, we sponsored targeted events both in person and in virtual and sampled thousands of cans and hands during the quarter in key markets We're open and we continue to support our first responders, nurses, doctors, COVID testing sites and reactivated the LiveFit tour, which is an integrated experiential Sampling tour. And we further leveraged and built out our brand ambassador program, influencer program, reaching more consumers in a meaningful way. Our momentum is accelerating. Our brand is resonating with a diverse consumer base, expanding the category demographics. Health and wellness is Beyond a trend, functional energy is recognized throughout the industry as a driver of future growth with retailers. We hit not only a record for sales in North America, but we also achieved a record growth rate of 100% with third party data the incremental growth we will drive. Our team is ready. Our infrastructure is in place to support our growth, and we expect to continue to grab market share on an expedited scale. I will now turn the call over to Edwin Negron Kabbalah, Our Chief Financial Officer for his prepared remarks. Edwin? Thank you, John. Before I review the financial results, I wanted to first provide background on the amended 10 ks for fiscal year 2019 that we also filed this morning. The amendment relates management's evaluation of internal controls, specifically disclosure controls that pertain to the October 2019 acquisition Of the European business, acquiring companies have 1 year post acquisition to perform a thorough review over the effectiveness internal controls of the acquired business. We have since performed a review with the assistance of a reputable international CPA firm and found the controls to be effective. These are technical matters which were not fully addressed per SEC requirements regarding acquisition disclosures and have been updated in the amended 10 ks. As it relates to Celsius, these matters are inconsequential as it relates community, these details of the amended 2019 10 ks so that there is no misunderstanding and it's clear Now to review the financial results for the Q1. Our Q1 revenue for the 3 months ended March 31, 2021, was $50,000,000 an increase of $21,000,000 or 78 percent from $28,200,000 for the 3 months ended March 31, 2020. Approximately 90% of this growth was a result of increased revenues From North America, where 2020 revenues were $19,400,000 which translates to an increase of $19,600,000 or 101% from the prior year quarter. The balance of the increase was mainly related to a 22% growth in European revenues. As such, the Q1 2021 European revenues amounted to $10,400,000 an increase of $1,900,000 From $8,500,000 for the prior year. In addition, our European revenue reflected a sequential increase of 50% For the Q1 of 2021, when compared to $6,900,000 in the Q4 of 2020. Asian revenues, which mainly consist of royalty revenues from our China licensee amounted to $536,000 for the 3 months ended March 31, 2021, an increase of 100% from $268,000 for the prior year quarter. Other international markets generated $128,000 in revenue during the 3 months ended March 31, 2021, An increase of $71,000 from $57,000 from the prior year quarter. The total increase in revenue was primarily attributable To increases in sales volume as opposed to increases in product pricing. The primary factors behind the increase in North American sales Volume were related to continued strong triple digit growth of 137% in traditional channels of trade coupled with an increase in presence in world class retailers. Additionally, the continued expansion of our DSD network Delivered a growth of 172% in our distributor revenues when compared to the prior year quarter. Moreover, e e commerce grew 79 percent or $3,700,000 when compared to the prior year quarter. These results were partially offset by some shipping delays Related to can shortages as well as the Texas freeze, we shut down 2 of our co packers and 1 of our warehouses for 2.5 weeks. Furthermore, we estimated that the strengthening of the euro accounted for approximately 8.4% of the increase in European revenue in the 2021 quarter when compared to the prior year quarter. Gross profit in Q1 increased by approximately $7,600,000 Or 58.3 percent to $20,600,000 from $13,000,000 for the 3 months ended March 31, 2020. Gross profit margins declined to 41.1 percent for the 3 months ended March 31, 2021 from $46,100,000 for the prior year quarter. The increase in gross profit dollars is related to increases in volume, While the decrease in gross profit margins is mainly related to increases in freight costs, repackaging costs, higher raw material costs and higher processing Furthermore, the temporary can shortage has also added incremental costs related to damages in transporting and processing our product, given the added complexities of the supply chain in procuring these items. Based on our estimates, the increase in volume favorably Impacted gross profit dollars by approximately $7,900,000 and a favorable currency impact provided an additional $700,000 which were partially offset by unfavorable increases in costs of approximately $1,000,000 Sales and marketing expenses for the 3 months ended March 31, 2021 were $12,000,000 an increase of $4,500,000 or 60% from $7,500,000 for the 3 months ended March 31, 2020. This increase was mainly related to marketing investment activities, which were augmented by $2,500,000 when compared to the prior year quarter. Additionally, employee costs increased by $650,000 from the year ago quarter as we need to continue to invest in this area in order to have the proper infrastructure to support the commercial growth. Similarly, we experienced Increases in other sales expenses in the amount of $563,000 mainly related to trade marketing to support our conversion to the DSD network. Lastly, storage and distribution expenses as well as broker costs Accounted for the remainder of the increase in this area of $704,000 when compared to the prior year quarter. General and administrative expenses for the 3 months ended March 31, 2021 were $7,800,000 an increase of $3,300,000 or 73.3 percent from approximately $4,500,000 for the 3 months ended March 31, 2020. This increase was mainly related to stock option expense, which amounted to $3,600,000 for the 3 months ended March 31, 2021, Or an increase of $2,200,000 which accounts for 61.1 percent of the total increase in this area when compared to the prior year quarter. Management deems it very important to motivate employees by providing them ownership participation in the business in order to promote over performance, which translates into the continued success of the company. Additionally, employee costs for the 3 months ended March 31, 2021 reflected an increase of 600 and to the commercial and operational areas of the business. Administrative expenses amounted to $2,100,000 an increase of 400 and $60,000 or 28.8 percent when compared to the prior year quarter. This increase is mainly related to higher legal costs, An increase in the bad debt reserve to cover any potential realization issues, increases in insurance costs and office rent Depreciation, amortization and all other administrative expenses accounted for the remainder of the variance, which amounted to a net reduction of $21,000 when compared to the prior year quarter. If we exclude the non cash items, general and administrative expenses Would amount to $15,900,000 or would be reduced to 7.8% of net revenues for the quarter. Total net other expenses for the 3 months ended March 31, 2021 were $228,000 which reflects a reduction of $194,000 when compared to the total net other expenses of $422,000 For the 3 months ended March 31, 2020, net other expenses of $228,000 for the current quarter are composed of Foreign currency exchange losses of $301,000 and other miscellaneous non operational expenses of $13,000 which were partially offset by interest income of $87,000 related to the note receivable from our China As a result of the above, for the 3 months ended March 31, 2021, net income was $585,000 or $0.01 per share based on a weighted average of 72,500,000 shares outstanding and dilutive earnings of $0.01 per share Based on a fully diluted weighted average of 76,900,000 shares outstanding. In comparison, for the 3 months ended March 31, 2020, the company had net income of approximately $546,000 or $0.01 per share Based on a weighted average of 69,300,000 shares outstanding and dilutive earnings of $0.01 per share based on a fully diluted weighted average of 70,300,000 shares outstanding. Adjusted EBITDA for the 4th quarter Was basically $5,000,000 an increase of $2,200,000 when compared to $2,800,000 in the year ago quarter. We believe this information and comparisons of adjusted EBITDA and other non GAAP financial measures enhance the overall understanding and visibility of our true performance. To that effect, a reconciliation of our GAAP results and non GAAP figures has been included in our earnings release. Now focusing on liquidity and capital resources. As of March 31, 2021 December 31, 2020, We had cash of approximately $31,600,000 $43,200,000 respectively and working capital of approximately $73,600,000 $64,900,000 respectively with no long term debt. Cash flows by operating activities totaled $13,300,000 for the 3 months ended March 31, 2021. The use of cash during the quarter is mainly related to increases in inventories in the amount of $19,200,000 as well as $2,600,000 related to prepaid expenses, which mainly pertain to the inventory prepayments and inventory in transit, As well as deposits to secure processing time. If we exclude these aspects, operations would have delivered over $8,000,000 of cash during the quarter. That concludes our prepared remarks. Operator, you may now open the call for questions. Thank you. Thank you. Ladies and gentlemen, at this time, we will be conducting a question and answer Our first question comes from the line of Jeff Van Sinderen with B. Riley and Company. Please proceed with your question. And let me say, first, congratulations on amazing metrics in Q1. First question is kind of a multipart question. So if you can bear with me, I appreciate it. Just regarding the overall North American revenue increase, Can you speak more about maybe how much of that sequential acceleration in growth you think was catching up with Sell in versus sell through, given the triple digit sell throughs you've been experiencing in some channels. And were there accounts that didn't get as much as they wanted due to production constraints around Can shortage, is there any pent up demand around that? And then maybe if you could give us any more color on where you stand now on getting enough cans to satisfy Excellent. Thank you, Jeff. Really appreciate it. The team did an amazing job in the quarter. To answer your question specifically in regards to the revenue sell in, sell through, in North America, we saw great results, up over 101%. We were not shipping at full capacity through the quarter. So demand was higher. And as we indicated on the call, there is a lot of headwinds that we faced in the quarter, including in the quarter, we talked about wrapping cans. We produced a lot of wrap cans. They run at slower velocity levels at the co packers. We were shipping probably roughly around 80% fill rate. And then we also had challenges with the Texas freeze, also logistics coming out of the Texas quarter due to some of those complexities as well as our heat line, but our sell out seems to be very strong when we look at The inventory levels at our retailers, also at our distributors and the sell through there. So, I think we're seeing a correlation, and you're So seeing some of the scan data that's out there, when you look at the scan data in regards to the Nielsen and some of the spins as well as the stack line data we referenced It's showing extremely strong demand at the register and the sellout. So, we feel strongly about that And we think we're in a good position as we head into really Q2 because the latest scan data in April is also very strong. When you look at the regards to the can, the cans that are out there, moved back in Q4 of 2020, really 2020 trying to secure additional cans once our main supplier or sole supplier for cans informed us we were not going to be able to achieve our forecast. Therefore, we have sourced cans from Asia, from Europe, from Canada, and working with all a variety of can suppliers. In March, we started to produce Asia cans. We also have our German cans that were produced that are now coming ashore. So, it's we have enough cans to secure our volumes for the remainder of the year and planning into 2020 Chew and Beyond, we are expecting to have a mix of imported and U. S. Local cans. So Until we really get capacity up at a much better level in the U. S, there is potential. We will be wrapping additional cans as well, Depending on how these containers come in through the ports, as we all know, we're going through really a container pandemic at the moment With all of the logistical challenges going to the Suez Canal and a variety of other demand components The backups at all the ports. So there's a lot of complexities the teams are working through, but we are producing. We're producing more product than the company ever has. We have plans Produce even more product than the company ever had in Q2, Q3 and beyond. So we think we're in good position and the sellout seems extremely strong. Okay, great. So in terms of getting back to, call it, I guess, 100% fill rate, are you getting there or maybe just give us a sense of when you think you can be back at 100% fill rate? Well, with our growth rates at the on The sell out at retail, when you look at some of the velocity levels, with the Nielsen data and the scan data is extremely strong, we're working to bring our inventory levels up right now To a sustainable level, we're able to meet all demand. And likely, probably in the back half of Q2, I think we'll be in a better position to be able to fulfill all orders, but things are changing rapidly. Right now, we're going through some gas shortages with freight and transportation. So that's a big thing this week on trying to get containers moved, trucks moved, logistics. We're getting feedback that truckers just don't have gas, especially in the Northeast and a variety of other areas. So those are things we're dealing with. We'll work through that. We have a great team, a very, very passionate team, dedicated team and who are working through this. I have Full confidence in the team will be able to drive forward and we will be able to meet the demand full demand towards the back half of Q2 and into Q the back half of twenty twenty one. Okay, great. And then if I could just squeeze in one more follow-up. Just wanted to focus on Europe for a moment. Any more color you can give us there, I guess, on what you expect over the next couple of quarters, including the FAST brand? And I think you had some production constraints around fast. Yes, that's correct. We had a good growth, roughly around a 22 sequentially, from Q4 to Q1, we saw about a 51% growth rate. So those were good numbers there. They were impacted with COVID pandemic, some shutdowns in the Q1 in Finland and Norway and in Sweden. So there is some difficulty. We've also had Supply constraints, not with the Celsius portfolio, but with our fast protein snack portfolio, which impacted the quarter. Those are getting worked out. I Towards the middle really the back half of Q2, those will be realized and into 2020 the back half of twenty twenty one, we'll get much better inventory levels. We're working through that. They had a great new successful launch. We talked about in Q4 with a really great new innovative bar, an indulgence bar that was Very well received in Finland, and we think we're well positioned. Also, we are bringing the FAST brand to the U. S. In Q2, so look out for that on Amazon in the coming weeks, where we'll be working with our digital teams, Getting some traction with an exclusive launch with Amazon there. So things are going well in Europe, and we're not out of the woods in COVID restrictions, a lot of things, but Full faith and we have a great team over there that's executing. Okay, good to hear. Thanks for taking my questions and best of luck. Thank you, Jeff. Thank you. Our next question comes from the line of Kwameel Garzwala with Credit Suisse. Please proceed with your question. Thank you. Hey, everybody. A couple of questions, I guess, on the balance between accepting winning new distribution and supply. It sounds like you've already benefited from some shelf resets, but the real benefits are happening now, kind of moving forward in In terms of resets, do you have to delay any of these shelf space gains maybe even until the April 2022 shelf resets because of Limitations on supply? Thank you, Kamal. Great question. In regards to the new distribution resets, when it's physically looking at the Q1, We did add some additional distribution. Murphy's USA was a great win for us that gets reset. But the bulk of the distribution, new resets are taking place That April that May, April timeframe, we are not limited to the new expansion on the resets. We have enough product to fulfill demand. We're working on more inventory. I think a lot of companies were affected with Texas freeze and the shutdowns that took place. So that really impacted us During the quarter, we have more product coming in. We're producing more product than we ever have. We feel we'll be able to meet demand. We are roughly around in Q1 roughly around about 80% fill rate that we experienced. But with the new distribution, we have more product coming on board in Q2 And we expect to meet the new distribution requirements to fill those new doors and those resets that are coming on board. Okay, great. And then a question on the fitness channel. We're seeing some improvements. I suppose we're seeing a bit of a recovery. Can you maybe Give us a read on what you expect it to look like as we come to kind of full reopening, maybe just some early indications on What you're seeing at the gyms, perhaps the behavior, if it's any different from what the world looked like in 2019, and then your strategy obviously within What you intend to do in the channel? Absolutely. Great question in regards historically pre COVID, the fitness channel represented 25% approximately of our revenue, is severely impacted as we all know. We have a great team, a great dedicated team focused And that is our core. We have great partnerships throughout the industry with key chains and locations and We're working hard with those relationships and we're going to support them just like we supported them all the way through COVID. And we look to really get forged solid relationships on a go forward basis. Right around the fitness channel represented approximately 10% of our revenue in North America. We did see a good growth rate in Q1, about 33% on net revenues. So seeing continual reopenings And growth, we feel very excited talking to our operators in the chains and also our distributors that are focused on fitness. Everyone is very excited to really continue to move forward with the reopening of America and the reopening of gyms. It's really pent up demand that we're seeing. We're seeing We're hearing comments about additional sign ups and there seems to be a lot of momentum there. They're nowhere near where they were pre Pandemic, but it's coming. We're excited about the summer. We think it's going to be a great contributor to us. It is A focus of us, we have teams like I said that are dedicated to it and it's a great opportunity, especially for the Celsius portfolio as well. Okay, great. Thanks guys. Thank you, Our next question comes from the line of Jeffrey Cohen with Ladenburg Thalmann. Please proceed with your question. Hi, John, Edwin and Cameron. How are you? Hello. Excellent, Jeffrey. Very well. Good to hear. So when may we see tropical vibe coming, this summer? It is this summer. It's what's your vibe for this summer. We had such a great successful launch with our peach vibe. We're bringing back another vibe. It's Pick some up, and it's, tastes amazing, great flavor profile. The team did a great job and it disappears here around the office. Got it. Okay. Can you talk about the FaaS portfolio? You said it was going to be coming via Amazon in Q2. Can you give us an indication of a number of SKUs we'll see? Yes, we're doing a really methodical rollout. What we'll see is 2 SKUs that will be launched Amazon initially has an exclusive launch in partnership with them, and then we'll continue to scale the grant from that point. So initial feedback has been very positive on testing. We've been doing a lot of consumer testing as well as Working with Amazon very closely. So, we think it's going to be a great addition to a the snacking the fast growing protein snacking Category, which has a lot of momentum and we have a lot of interest from a lot of our partners. Fantastic. Could you talk about The sticks a little bit because of the issues going on with the cans, the sticks picked up some share from your standpoint on the gross side and the aggregate numbers? As an additional line extension and also expanded usage occasion, Our powder products overall represent an immaterial portion of our top line revenue number, but They are growing. We're seeing a lot of growth and we're also seeing a lot of interest from retailers, mainly vitamin specialty and online, but now we're seeing interest from CVS, Publix and Walmart and several other customers as well, where they're looking to carry the sticks as additional offerings. And So there's a lot of opportunity there. We have come out with new flavors. We got a lot of different flavors planned in the pipeline. And the feedback is extremely positive on our powder products and also looking at opportunities potentially to expand our heat portfolio and our heat offerings into a powder on the go option As well. So, getting interest there, but the bulk of our revenue today is those RTDs. Got it. And then lastly for me, If you could provide any commentary, I know we've got a fair amount of data on the ordering trends, but can you give us any flavor from what you're sensing as far as New customer, new customer acquisitions, reordering, stickiness of current customers out there. That would be helpful. Thank you. Excellent, Jeffrey. The stickiness of existing customers has been extremely positive. As many of us on the call know, we're Very passionate about Celsius. We are consumers and I speak to many of you. And it's The sticking power of the brand is incredible. We're seeing that. You go back to even 711, we're launching our tropical vibe with them As we speak and we've been with them for over going on 4.5, 5 years now and many of our retail partners. So We continue to gain more shelf space, better placements in stores, cold availability. So we're really excited. And in regards to the new distribution coming on, We feel we're up to 192,000 locations today. We'll be firm north of 100,000 locations by The end of this year for sure. So, lots of interest. We're also getting a lot of good new team members joining our team as continue to scale and grow and bringing great relationships that we'll be able to further leverage. Super. Thank you very much for taking the questions. Great quarter. Thank you, Jeffrey. Thank you. Our next question comes from the line of Anthony Vendetti with Maxim Group. Please proceed with your question. Thanks. Yes, just in terms of DSD, John, you guys have made a huge Push into the DSD network, understanding that not every market is amenable or not every Store, every market can be a DSD depending on where that market is. Can you give us a general idea of what is the maximum penetration you see from your current in your current customer base, where could you get to and approximately where are you at in terms of the percentage penetration? Yes. Thank you. Thank you, Anthony. We are very much focused on DSD. Just with the velocity levels that we see at retail and The demand for the brands, you have to build this company on a DSD national network. We just as we were seeing in 2019, you 85% major metropolitan markets. We have closed additional distributors to close those gaps to be able to transition our key accounts Over to DSD and as we speak, we are expanding on the West Coast as an example, 711s, almost 1500 Almost 2000 711s are being migrated over to DSD as we speak and we'll be going further in division by division, Also working with CVS, further targets, all of our major retailers. So we would like to see a big significant portion of our distribution service through DSD and we're committed on that. We haven't provided percentages of where that is, But over time, I would like to see a considerable percentage of our retailers' service by DSDs, better placement, better in stocks, better execution And much importantly, better velocity and better revenues. Makes sense. Okay, good. And then just on the aluminum can shortage, because this has come up on Other conference calls for companies that are in your situation. Based, I guess, on your earlier comments, You're expecting, did you say by the end of this year for that shortage to be alleviated? I guess, Is it because of the ramp in U. S. Production? Or can you just give us a little more color on your expectations there? Yes, absolutely. So what's happening in the industry is that, just due to the increase in demand for cans, the U. S. Manufacturers just do not have the capacity. So, you heard, Roddie Sachs on the Monster call, most recently. Every brand is running into every company in the can business The beverage business is running into the same issues. There's just not enough capacity out there. All the major players are adding lines. Unfortunately, it just takes time to put these lines in. We expect some of the production and the capacity will come on towards the back half of 2021, we're hearing into 2022 and beyond, but it's going to take time to ramp that up. The other thing is what happens as the country continues to open. Do consumers go back to on premise with fountain and demand for cans goes down? That's all to be determined. So that's a fluctuation that could come into play here where we could source more U. S. Cans in a quicker timeframe. But right now, we are secured with international cans and U. S. Cans, domestic cans to meet our forecast demands And our internal expectations for 2021 and into 2022 and beyond, we have secured those. So now it's a matter mix on how we move forward in regards to our margin profile. We talked about in Q1 our 41% gross profit, Mainly that's derived we had a lot of wrap cans. We also had a lot of rework during the quarter and increases in transportation. So We'll continue to optimize that with non wrap cans, which are better for our margins. So and then but we'll have from international and domestic, which will optimize as we go forward. Okay, great. And then just the last question on international sales. I know you said you're looking to expand in Europe, but can you also talk about the Middle East as well? What's your expectation for that expansion by the end of this year and moving into 2022. We're working potentially the UK and Germany, that's An area we've been focused on and exploring. We're talking to potential distributors. We don't have a time line for that, but it is an area of opportunity for us That the team has been focused on. Also, you mentioned the Middle East. We do have a distributor locally in the Middle East, and we're working with several others on an import basis. But it's all timing and sequencing at this point and COVID has impacted a lot of that, Some of these discussions, but we are in discussions and things are moving forward. Edwin, you wanted to make a comment as well? Yes. I was Just going to say, John, to me the key is that we limit the footprint as much as possible, and we use the model going through distributors So that we minimize the risk including currency risks and so forth. And that to me that's been the successful model. Hopefully we can continue to Fan using that log. Okay, great. And once again, thanks for clarifying the internal control. I think that was A good way to kick off the call to put that question to rest. So appreciate that. And I'll turn it back over to the queue. Thanks guys. Thank you, Andy. Our next question is a follow-up question from the line of Kamal Gajwala with Credit Suisse. Please proceed with your question. Thanks for taking a second one guys. On international, when you think about the international rollout, can you talk A bit about the marketing and your marketing intentions. It sounds like you're looking into going you're looking to get into new regions and such maybe more aggressively than you would have discussed 6 to 12 months ago. And obviously, they would have to have a bit of a marketing overlay on that. So can you talk about Plans are and ideally if you can, what sort of investment the investment would look like? Yes, no, Kamal. Thank you. As we mentioned, we're going through more of a distributor model where we're importing and we allow it's a collaborative effort with the margins that are generated Through the sales as well as our support as well that it will be fairly limited initially. It is a more methodical rollout That we are strategic approach as we enter a market. We don't have plans to invest heavily ahead in any of these markets. So we'll be sticking with our positive ROI driven model that we've indicated on many calls and over the last several years. So, we're looking for positive ROI investments as we go forward. Some of the initial relationships, There could be in regards to the margins and both contributing, there could be some investments, but it will be generally immaterial. There are no further questions. I'd like to hand the call back to management for closing remarks. Thank you. On behalf of the company, We'd like to thank everyone for their continued interest and support. Our results demonstrate our products are gaining considerable momentum. We're capitalizing on today's global health and wellness trends and the transformation taking place in today's energy drink category. Our active lifestyle position is a global position with mass appeal. We're building upon our core and leveraging opportunities and deploying best practices. We have a winning portfolio, strategy and team In a large rapidly growing market that consumers want, our mission is to get Celsius to more consumers profitably. I am very proud of our dedicated team as without them our tremendous achievements and the significant opportunities we see ahead would not be possible. We believe we'll be able to navigate through the challenges ahead as a result of the COVID-nineteen pandemic, and we are well positioned to thrive in the transformation of today's energy drink category. In addition, I thank our investors for their continued support and confidence in our team. Thank you everyone for your interest in Celsius. Be safe, stay healthy and have a great day. Ladies and gentlemen, this does conclude today's teleconference. Thank you for your participation.