Dive Brief:
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Nutrabolt’s C4 brand is teaming up with Hershey to launch a range of energy drinks and protein powders featuring some of Hershey’s popular brands. Nutrabolt has obtained licensing rights from Hershey for these brands.
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The collaboration will kick off with a Bubble Yum pre-workout powder and canned energy drinks inspired by three Jolly Rancher flavors: Blue Raspberry, Green Apple, and Watermelon. In October, the partnership will expand to include C4 protein powders in Hershey’s Milk Chocolate and Reese’s Peanut Butter. Additional products will be introduced in the fall, with more planned for the future.
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This initiative comes as energy drink companies seek ways to differentiate themselves in the $19 billion market dominated by Red Bull, Monster, and Celsius.
Dive Insight:
Hershey’s enduring legacy and the popularity of its confectionery brands have paved the way for partnerships across various food categories. Companies that license Hershey brands benefit from the trusted name and familiar taste profile that resonates with consumers.
Doss Cunningham, CEO of Nutrabolt, highlighted the demand for Jolly Rancher-flavored C4 products and the significance of delivering high-quality, great-tasting offerings to the market. By incorporating Hershey’s flavors into their protein powders, Nutrabolt aims to appeal to a wider audience and enhance the overall consumer experience.
Cunningham emphasized the strong connection between energy drinks and Hershey’s products, particularly among millennials and Gen Z consumers, citing the partnership as a means to leverage Hershey’s heritage and nostalgia.
C4’s history of incorporating popular candy brands like Popsicle, Skittles, and Starburst into their energy drinks further demonstrates their commitment to innovation and flavor variety.
For Hershey, this collaboration offers a unique opportunity to showcase its beloved products in a new category and engage with health-conscious consumers seeking performance-enhancing options.
Andy Paladino, Director of Global Licensing at Hershey, expressed enthusiasm for introducing Hershey treats in innovative formats through the new beverages and powders, catering to athletes and fitness enthusiasts looking to optimize their performance.