A number of Hershey confections will be featured in the energy drink and pre-workout powder categories via the company’s new partnership with Nutrabolt, the owner of energy drink brand C4.
The alliance also will feature the first-ever protein powder for both C4 and The Hershey Co. New products and flavors will roll out this fall with additions planned for 2025 and beyond, the two companies said.
“A candy lover’s dream come true, the C4 x Hershey collaboration will infuse the flavors of some of Hershey’s most cherished products including Jolly Rancher candy, Bubble Yum bubble gum, Reese’s peanut butter and Hershey’s milk chocolate into a C4 product lineup formulated to fuel fitness performance,” Austin, Texas-based Nutrabolt said.
The collaboration kicks off in select retailers this month with the unveiling of the C4 Original x Bubble Yum Pre-Workout powder along with C4 Performance Energy x Jolly Rancher energy drinks.
In October, availability will expand to other retailers including Ankeny, Iowa-based Casey’s General Stores, Salt Lake City-based Maverik-owned Kum & Go locations and Irving, Texas- based 7-Eleven.
The C4 beverages will be available in three classic Jolly Rancher flavors:
- Blue Raspberry: The punchy blast of blue raspberry Jolly Rancher combined with a mix of tart, sweet and tangy is a candy lover’s dream
- Green Apple: The sour, mouthwatering flavor of green apple Jolly Rancher is refreshing, crisp and unapologetically bold
- Watermelon: The juicy sweetness of a watermelon Jolly Rancher with vibrant, mouthwatering and refreshing taste
Each energy drink contains CarnoSyn beta-alanine to support muscular endurance, BetaPower to maintain muscle cell hydration and 200mg of caffeine to aid performance.
October Expansion
In October, the product collection will expand to include C4 Whey Protein powders in two Hershey flavors: Hershey's Milk Chocolate and Reese’s peanut butter.
“At Nutrabolt, we prioritize listening to our customers and value our strategic partnerships,” said Doss Cunningham, chairman and CEO at Nutrabolt. “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-flavored C4. After extensive testing, we’re thrilled to finally bring these products to market.”
Andy Paladino, director of global licensing at the Hershey Licensing Co., said the company is always looking for new ways to introduce its candy and chocolate treats in innovative formats.
“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,” Paladino said.
Limited-Edition Release
C4 Original x Bubble Yum Pre-Workout powder will be a limited-edition release designed to take performance to the next level “with ingredients to support hard-hitting energy, enhanced muscular endurance and improved focus,” Nutrabolt said. “It also includes novel, AI-powered peptides.
Each serving of C4 Whey Protein boasts 25 grams of whey protein to help build lean muscle after physical training, combining Hershey flavors with the benefits of protein.
C4 Performance Energy x Jolly Rancher energy drinks are available now exclusively at HEB, Amazon and c4energy.com. In October, the drinks will be available at retailers including Kum & Go, Casey’s, 7-Eleven, Walmart, Albertson, Kroger, Hy-vee, Giant Eagle, Market Basket, Stater Bros, Royal Farms and Hannaford, with additional availability to follow in 2025.
C4 Original x Bubble Yum Pre-Workout powder will be available on Cellucor.com and at GNC. The C4 Whey Protein x Hershey’s Milk Chocolateand C4 Whey Protein x Reese's products will be available at GNC and The Vitamin Shoppe later this fall.
Founded 20 years ago, Nutrabolt is a global active health and wellness company with a portfolio of performance-oriented brands that fuel active lifestyles. The company’s products compete in the functional beverage and active nutrition segments under three brands: C4, Xtend (a post-workout recovery brand), and Cellucor (a sports nutrition brand).
The Hershey Co., Hershey, Pennsylvania, is a snack company with more than 90 brands including Hershey’s, Reese’s, Kisses, Kit Kat, Jolly Rancher, Twizzlers, Ice Breakers, SkinnyPop, Pirate’s Booty and Dot’s Homestyle Pretzels.
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