Congo Brands, the parent company of Prime Hydration (co-founded by Logan Paul) and Alani Nu, is laying off 155 employees in North Texas by the end of 2025. The job cuts follow a $1.65 billion acquisition of Alani Nu by Celsius Holdings, finalized in April 2025.
Most of the affected workers are remote or field-based employees in Texas, including over 40 regional sales representatives and 26 account or marketing sales staff. The layoffs begin December 31 and come with no union representation or transfer (“bumping”) rights.
Alani Nu, known for its influencer marketing and fitness-focused energy drinks, has grown rapidly but now faces restructuring amid industry consolidation. The layoffs reflect broader corporate downsizing trends across the U.S. beverage sector in 2025, particularly in sales and marketing roles.