Did Costco Just Release a Celsius Killer? New Kirkland Energy Drink Has Customers Talking
A new Kirkland Signature item is starting to pop up in stores, and it is already getting a lot of attention from Costco shoppers. Thanks to several social media posts from popular Costco-related accounts, people are quickly taking notice of the warehouse giant’s latest release.
Why the New Product Has People Intrigued
Shoppers, including popular accounts like @costcohotfinds, have been spotting Kirkland Signature sparkling energy drinks sold in a 24-pack for $16.99. The variety pack comes with peach, orange, and tropical flavors Each 12 ounce can contains 200 milligrams of caffeine, putting it in the same range as well-known energy drink options like Celsius.
Costco just rolled out Kirkland Signature sparkling energy drinks.
— Wall St Engine (@wallstengine) March 24, 2026
It’s a 24-pack for $16.99, with peach, orange, and tropical flavors.
Each can has 200 mg of caffeine, so this is clearly Costco taking a shot at the Celsius crowd. pic.twitter.com/fx0LeKlMN4
A big part of the buzz for this new drink comes down to price. Energy drinks are not cheap, and Costco has built a reputation for offering lower-cost alternatives through its Kirkland Signature label. Many shoppers are already comparing the new drinks to Celsius, with some calling them a near copy. When a typical 12 pack of name brand energy drinks can cost more than this 24 pack, it is easy to understand why people are eager to swap them out.
The Rise of Celsius and Its Controversies
The comparisons to Celsius comes in the wake of some controversies surrounding the fast-growing brand. Celsius has positioned itself as a fitness-focused energy drink with ingredients marketed as cleaner than traditional options. It has become especially popular among gym goers and younger consumers looking for a boost without the heavier feel of older energy drinks.
However, the company has faced lawsuits in the past, including a class-action claim over misleading labeling that incorrectly claimed the beverage contained no preservatives and a separate suit over failing to disclose its use of influencer marketing. Then, there's the caffeine content.
"The slim can, the color choices on the bottle and the influencers they chose to promote it reflect that there’s this halo of health around it,” Dr. Frances Fleming-Milici told The Guardian, “which I think is troubling, because it makes people unaware of how much caffeine they are consuming.”
Some health experts have warned that many people who may not realize how strong a single can can be. While none of this has slowed the brand’s momentum in a major way, it has kept Celsius in the spotlight beyond just its rapid growth.
“It doesn’t make sense to me that the FDA says the upper limit for caffeine in Coke is 71mg per 12 ounces, but there is no upper limit for a drink like Celsius,” Jennifer L Temple, director of the nutrition and health research laboratory at the University at Buffalo, told The Guardian.
That backdrop is part of why Costco’s new product is getting so much attention. Shoppers are not just seeing a cheaper option, they are seeing a direct competitor to a brand that has defined the current energy drink trend. Some are even joking that Costco’s history of releasing lookalike products could lead to similar conversations, much like past comparisons to brands such as Lululemon.
The Energy Content Raises Safety Concerns
Still, not everyone is rushing to load up their carts. The 200 milligrams of caffeine per can is a selling point for many, but it is also something that gives others pause. Anyone sensitive to caffeine may want to think twice before having more than one—which is also the case for Celsius and similar competitors.
"B vitamins are essential for energy metabolism, but most people get enough through their regular diet, and your body will excrete what it doesn't need," Dr. Hsu explained to VeryWellMind. "So, unless you’re deficient, the benefits are minimal."
Licensed Clinical Social Worker Michelle English adds that the large amount of caffeine in Celsius "can make existing anxiety feel worse. For people with depression, the energy spike and crash cycle might also mess with mood and energy levels even more."
For those who are already energy drink fans, though, this could end up being one of Costco’s most popular new items. The price makes it an easy pick for anyone looking to switch up their routine, whether that means replacing a daily coffee or grabbing something quick before a workout. The sparkling style also gives it a lighter feel compared to more syrupy drinks.
Whether it becomes a long term favorite is still up in the air, but early reactions suggest this Kirkland Signature launch is going to be big. And like many Costco finds, it may not stay a hidden gem for very long.