Back in the day, before the likes of Monster, Red Bull, and Celsius took over the energy drink scene, there was Jolt.
This soda, with its double dose of caffeine compared to other colas, was a staple on shelves in the late 1980s and 1990s. It sparked many debates between kids itching to try it and parents quick to shut down the idea.
But just as quickly as Jolt burst onto the scene, it disappeared. Market pressures and a costly canning contract led to Jolt’s founder filing for bankruptcy in 2009. A brief comeback in 2017 was short-lived due to distribution issues. But now, it’s back.
Aaron Singerman, a child of the 80s who couldn’t have Jolt back then, is reviving the iconic drink. As the founder of Florida-based supplement and energy drink company Redcon1, Singerman is reimagining Jolt as an energy drink with a caffeine kick.
The new Jolt is set to hit shelves in early 2025, going head-to-head with established brands in the $19 billion energy drink market. Redcon1 has already garnered interest for Jolt from convenience stores and supermarkets.
“We see it as a sort of Coke Zero,” Singerman explained. “People will taste it and say, ‘Wow, this is delicious,’ without even realizing the energy boost.”
Redcon1 is giving today’s Jolt a makeover. Caffeine levels are more than doubled to 200 milligrams, sucralose replaces sugar as the sweetener, and the can size increases to 16 ounces. The new Jolt will also include focus-enhancing nootropics, B vitamins, and a non-stimulant metabolism booster, appealing to health-conscious consumers.
Redcon1 is banking on nostalgia to draw in older consumers who remember Jolt while also attracting Gen Z drinkers who appreciate retro brands making a comeback.
The company spent 18 months perfecting a flavorful cola-based energy drink, combining high-performance energy with the taste of a premium zero-sugar cola. Their goal is to bridge the gap between energy drinks and a refreshing flavor.
To nail the cola flavor, Redcon1 enlisted the help of flavor scientists and scoured eBay for old Jolt cans to replicate the taste. Despite the challenges of aging soda, they are determined to deliver an authentic Jolt experience.
The initial Jolt reintroduction will feature the classic cola flavor, with plans for limited-edition flavors in energy shots and pre-workout offerings.
Redcon1 will promote Jolt on social media platforms and collaborate with influencers to reach both young and older audiences.
Singerman is confident that Jolt’s taste and appeal will carve out a niche in the energy drink market, even if it’s a small one. As a father himself, he jokes that his own kids won’t be sampling the new Jolt anytime soon.