Celsius Distribution Network

PepsiCo acquired exclusive Midwest distribution rights for Celsius but lacked specialized production infrastructure for its distinct package sizes. Tasked with investing a $21M capital budget, our team needed to build an internal/external network, balance capacity constraints across 5 product lines, and design a profitable supply chain to sustain dynamic demand over a 2-year timeline.

• Built monthly demand forecasts across core and innovation flavors (Galaxy Vibe), incorporating seasonal variations and forecast accuracy margins (+/-5% to +/-12%).
• Evaluated capital allocation trade-offs across 3 internal production line choices ($10M–$21M) in Lafayette, IN vs. external co-packers in Champaign, IL and Cincinnati, OH.
• Modeled monthly fill rate targets (98%) to avoid severe service penalties ($300k–$600k/month) while minimizing inventory holding and handling fees at the central warehouse.
• Analyzed fleet acquisition vs. common carrier shipping options, optimizing truckload utilization (20 pallets/truckload) and trade-offs between skilled vs. unskilled labor reliability.

• Delivered an end-to-end financial and operational model projecting $20M in profitability across the 2-year horizon while preserving capital budget flexibility.
• Structured dynamic trade-off scenarios that enabled leadership to trace profitability back to specific production, labor, and transportation inputs.
• Maintained target service fill rates (>98%) to prevent revenue loss and penalty charges while managing monthly safety stock efficiency.

• Excel modeling
• Demand forecasting
• Financial projection
• Capacity analysis
• Quantitative analysis