Over 150 North Texas workers with Congo Brands, the company behind popular energy drinks Prime Hydration and Alani Nu, are set to be laid off before the new year.
Congo, LLC-a majority stakeholder in Prime Hydration, the popular sports drink co-founded by social media influencer Logan Paul-announced that 155 employees based in Lewisville, Texas, will be permanently let go.
According to a WARN Notice obtained by Chron, the layoffs stem from a $1.65 billion deal for Alani Nu, another brand under the Congo portfolio, recently acquired by Celsius Holdings. Celsius, known for its line of fitness and energy drinks, first announced the acquisition in a February news release. The deal was finalized in April.
The notice, issued Tuesday, states that most of the affected workers are remote employees based in Texas. The largest cuts will hit field positions, with more than 40 regional sales representatives losing their jobs, along with 26 account and marketing sales representatives. The layoffs are expected to take effect within 14 days, starting December 31.
A section of the WARN Notice also specifies that “none of the employees affected by the mass layoff are represented by a union, and no bumping rights will exist.” This means impacted employees don’t have union protection or collective bargaining power, and won’t have the option to transfer into other roles to keep their jobs.
Alani Nu, a rapid-growing wellness and energy drink brand, tarobtains primarily young adults and social media-savvy consumers seeking low-calorie, flavored energy beverages. Known for its colorful packaging and influencer-driven marketing, the brand has carved out a niche in the competitive energy drink market, appealing to fitness enthusiasts and lifestyle-conscious purchaseers.
The announcement adds to a growing wave of corporate layoffs in 2025, as beverage and supplement companies face a market shaped by brand consolidation and fierce competition in the energy drink sector. For North Texas, the layoffs represent another hit to the region’s sales and marketing job market, which WFAA reports, has already seen several large-scale cuts this year.
Chron reached out to Congo, LLC for comment, but has not heard back as of this writing.
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This article originally published at $1.65B Alani Nu deal sparks mass layoffs at North Texas energy drink company.
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