Discover who owns Alani Nu, its parent company, ownership history, shareholders, and how the wellness brand became a fast-growing leader in energy drinks and supplements is a popular wellness and nutrition brand headquartered in Louisville, Kentucky. The company was founded in 2018 by entrepreneur and fitness influencer Katy Hearn. Since its launch, Alani Nu has grown rapidly, offering a wide range of health supplements and energy drinks manufactured in the United States and sold through major retailers such as Target, Amazon, GNC, The Vitamin Shoppe, Kroger, and QuikTrip.
In July 2023, Who Owns Alani Nu made headlines by collaborating with celebrity entrepreneur Kim Kardashian to release Kimade, a limited-edition Strawberry Lemonade energy drink. The partnership further strengthened the brand’s visibility and appeal in the highly competitive energy drink market.
Although Alani Nu positions itself as a “better-for-you” wellness brand, it has also faced scrutiny from consumer groups and regulators. In August 2023, the Canadian Food Inspection Agency (CFIA) issued a warning against all Alani Nu energy drink flavors due to concerns about caffeine levels and labeling requirements. As a result, the products were restricted from being sold or distributed in Canada, raising questions about regulatory compliance and consumer safety.
To stay competitive, Alani Nu continuously updates its product lineup and collaborates with high-profile influencers and celebrities. In May 2024, the brand partnered with Paris Hilton to launch the Pink Slush energy drink flavor, which contains 200 mg of caffeine per 12-ounce can along with B vitamins. The flavor was also introduced in Alani Nu’s pre-workout powder line.
Despite intense competition from major beverage giants like Coca-Cola, Pepsi, and Dr Pepper, Alani Nu has achieved impressive growth. In June 2023, the brand ranked at the top of Circana’s Pacesetters report, generating $228.4 million in annual sales and outperforming well-known products like Dr Pepper Zero Sugar and Red Bull.
Who Is Alani Nu’s Parent Company?
Alani Nu is majority-owned by Congo Brands, a private holding company founded by entrepreneurs Trey Steiger and Max Clemons. Katy Hearn and her husband, Haydn Schneider, still retain ownership stakes in the business.
In July 2023, Alani Nu was reportedly valued at more than $3 billion, and Congo Brands began exploring strategic options for the company, including a potential sale.
Congo Brands, founded in 2014, is known for its aggressive growth strategy and innovative product development. In April 2024, the company hired former Red Bull executive Mark Rappaport as Chief Commercial Officer to help expand its market presence and execute growth plans.
The company is also expanding its physical footprint. In March 2024, Congo Brands purchased a commercial property in Louisville for $15.3 million, which it plans to renovate into a modern headquarters featuring a gym, game room, coffee stations, and collaborative workspaces.
Congo Brands owns several major beverage brands, including Alani Nu, PRIME Hydration, and 3D Energy. PRIME, founded by influencers Logan Paul and KSI, has also faced legal scrutiny over alleged discrepancies in caffeine content labeling.
Who Owns Alani Nu History
Katy Hearn launched Alani Nu in 2018 with the goal of creating premium supplements tailored to women’s health and fitness needs. Initially, the brand focused on supplements but later expanded into energy drinks and other wellness products.
In November 2020, Alani Nu entered Target stores nationwide, introducing flavors like Watermelon Wave, Hawaiian Shaved Ice, Tropsicle, Cosmic Stardust, Mimosa, and Arctic White. This retail expansion significantly boosted the brand’s visibility and sales.
Haydn Schneider, Katy Hearn’s husband, played a key role in the brand’s early growth. The couple hosted fitness challenges, opened a large gym facility, and built a strong community through social media. Their personal health journeys inspired product development, including the popular Balance supplement, which was influenced by Katy’s hormone health experience and customer feedback.
Social media marketing and retailer partnerships fueled rapid expansion. By 2021, Alani Nu products were available in over 62,000 stores across the United States. The company’s revenue grew from $68 million in 2020 to $228 million in 2021, earning it recognition on Louisville Business First’s Fast 50 list of fastest-growing companies.
Later, Trey Steiger and Max Clemons acquired a major stake in Alani Nu through Congo Brands, adding it to their growing portfolio alongside PRIME and 3D Energy. In April 2023, Congo Brands invested $8.25 million to expand its Louisville headquarters.
Alani Nu Shareholder Structure
Alani Nu is a privately held company, meaning its shares are not publicly traded. The main shareholders include:
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Katy Hearn and Haydn Schneider – Founders and minority owners
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Trey Steiger and Max Clemons – Majority owners through Congo Brands
As of mid-2023, the company was reportedly considering a full or partial sale, which could significantly change its ownership structure.
Congo Brands serves as both a manufacturing partner and investment holding company, providing infrastructure, distribution, and strategic oversight for Alani Nu and its other beverage brands.
Final Thoughts
Alani Nu has grown from a small influencer-driven supplement brand into a multi-million-dollar beverage and wellness powerhouse. Its rapid rise has been fueled by celebrity partnerships, social media marketing, and strong retail distribution. However, regulatory scrutiny and potential ownership changes could shape the brand’s future trajectory.
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