US energy-drink and recovery-beverage producer Nutrabolt is teaming up with Hershey on a range of energy drinks and ‘pre-workout’ products.
Nutrabolt – the owner of the C4 energy brand – will work with confectionery giant Hershey to release C4 variants with candy flavours such as Jolly Rancher, Reese’s Peanut Butter, and Hershey’s Milk Chocolate.
“For years, users have been mixing their own peanut butter and chocolate protein shakes, and we’ve frequently heard requests for a Jolly Rancher candy-flavoured C4,” Nutrabolt CEO Doss Cunningham said.
“Delivering on customer feedback is important to us, so this launch is particularly meaningful as we continue to deliver the best tasting and top performing products on the market.”
The first products in the collaboration are due to hit “select” US retailers this month.
The C4 performance ‘Energy x Jolly Rancher’ beverages are available through Amazon and the C4’s owner sales platform. In October, the energy drinks will be expanded to US retailers, including Walmart, 7-11, Albertsons and Kroger.
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By GlobalDataC4 whey protein powders flavoured with Hershey’s Milk Chocolate and Reese’s Peanut Butter brands will be launched in October.
The companies are aiming to build on the distribution of the products in 2025.
“We are constantly seeking new ways to introduce our adored Hershey candy and chocolate treats in innovative formats,” Andy Paladino, director of global licensing at Hershey said.
“These new beverages and powders sweeten the performance category for athletes and fitness enthusiasts to achieve their best, and we are thrilled to partner with C4 to deliver this lineup.”
In 2022, Keurig Dr Pepper invested $863m for a 30% stake in Nutrabolt.
The “strategic partnership” included a long-term sales and distribution agreement for Nutrabolt’s energy drink brand C4.
Nutrabolt, which has a range of functional food and beverage products that also includes US sport-nutrition brand Xtend, sells into D2C platforms including Amazon, as well as into national US retailers.
