Sep 20, 2024

The first products in the collaboration are due to hit “select” US retailers this month. Credit C4 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. Related Company Profiles “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. See Also: How well do you really know your competitors? Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge. Not ready to buy yet? Download a free sample We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form By GlobalData Submit Submit and download Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address. C4 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. Sign up for our daily news round-up! Give your business an edge with our leading industry insights.