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Dive Briefing:
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Nutrabolt’s C4 brand has teamed up with Hershey to launch a line of energy drinks and protein powders that includes several of the confectionery giant’s popular brands. Nutrabolt licenses the brand from Hershey.
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This month, Bubble Yum pre-workout powder is launching, and canned energy drinks based on three Jolly Rancher flavors: Blue Raspberry, Green Apple, and Watermelon. In October, the collaboration expands with the addition of C4 protein powder in Hershey’s Milk Chocolate and Reese’s Peanut Butter. New products will be launched this fall, with more to follow in 2025.
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The launch comes as energy drink makers look for ways to stand out in a $19 billion market dominated by the likes of Red Bull, Monster and Celsius.
Dive Insight:
Hershey’s longevity and popularity as a confectionery brand have led to partnerships with companies that make everything from milk and cookies to cereals and frozen desserts. For businesses that license one or more of the Hershey brands, they gain a respected name and familiar flavor profile that consumers instantly recognize.
“For years, users have been mixing their own peanut butter and chocolate protein shakes, and we’ve often heard requests for a Jolly Rancher candy-flavored C4,” Nutrabolt CEO Doss Cunningham said in a statement. “This launch is especially meaningful as we continue to deliver the best-tasting, best-performing products on the market.”
For protein powders, they have long been associated with unpleasant tastes or bad aftertastes. By incorporating Hershey’s or Reese’s into a new powder, chocolate and peanut butter flavors can make the product more appealing because consumers know what to expect. This can encourage people to try products they may have previously missed. There is also the added benefit of C4 helping to attract more consumers to its portfolio, especially energy drinks.
Cunningham told CNN that the most popular energy drinks among millennials and Gen Zers have a “significant affinity” with Hershey products. He added that the partnership “allows us to leverage a very nostalgic brand that’s been around for over 125 years.”
C4 is no stranger to introducing sweets into its energy drinks, having previously incorporated fruit-focused brands Popsicle, Skittles and Starburst into its drinks.
For Hershey, the powder and drink offer another way to promote its iconic products, engage with categories not associated with its brand, and connect with categories with a healthier image.
“We’re constantly looking for new ways to introduce our beloved Hershey candies and chocolate treats in innovative forms,” said Andy Paladino, Hershey’s global head of licensing. “These new beverages and powders sweeten the performance category to help athletes and fitness enthusiasts perform at their best.”
