Shares of Celsius Holdings Inc. rose about 2.8% in morning trade, recovering from levels near their 52-week low after a sequence of institutional endorsements and disclosed buying at depressed prices.
Morgan Stanley upgraded the shares from Equal Weight to Overweight and attached a $55 price objective, a call that implies the stock could roughly double from its price at the time of the upgrade. Analyst Eric Serotta cited steady sequential sales growth across Celsius’s combined portfolio of brands - Celsius, Alani Nu, and Rockstar - and highlighted expectations that increased retail shelf presence and faster product velocities will bolster results through the summer months.
That upgrade was complemented by further broker support. BofA Securities reiterated its Buy rating and similarly set a $55 target, with analyst Peter Galbo noting the regulatory headline but saying his focus remained on the company’s underlying fundamentals. BNP Paribas Exane also maintained an Outperform rating and indicated it would view any further weakness in the shares as a buying opportunity.
Adding to the flow of supportive signals, Norges Bank disclosed a new position in Celsius in a 13F filing reported today, representing fresh sovereign-wealth-fund buying while the stock trades near multi-year lows. Taken together, the combination of multiple analyst convictions, newly reported institutional accumulation, and a share price close to its lowest level in the past year set the stage for the recovery observed this morning.
The wider market backdrop amplified the significance of Celsius’s gain. Major indexes were broadly lower - the S&P 500 was down about 1.1%, the NASDAQ off roughly 2.0%, and the Dow slipping near 0.3% - so Celsius’s counter-trend advance stood out amid the broader pullback.
The jump follows a sharp decline in the prior session that was sparked by an announcement from Texas Attorney General Ken Paxton that his office is launching an investigation into whether Celsius and Alani Nu misled consumers about the safety of their energy drinks for younger audiences. That announcement pushed the stock to within a hair of its 52-week low of $27.47 and left the shares in an oversold position, creating a base for the bounce.
Market participants appear to be weighing the unresolved regulatory overhang against recently reported company fundamentals. The market reaction suggests investors are factoring in Celsius’s strong Q1 2026 results - including record revenue and a material earnings beat - as well as the longer-term growth potential of its multi-brand energy drink portfolio.
While the Texas AG probe remains an outstanding uncertainty, current analyst endorsements and fresh disclosed buying at depressed price levels provided the immediate impetus for today’s rebound.
Contextual note: Information in this report is drawn from institutional research notes, regulatory filings disclosed today, public market moves, and the company’s reported Q1 2026 results as referenced above.