By Allison Watkinson
TLL Reporter
Nutrabolt’s C4 beverage brand has partnered with the Hershey Company for a line of co-branded energy drinks and performance powders.
The licensing partnership will include a range of caffeinated energy drinks, pre-workout powders and protein powders that feature flavors from Hershey’s portfolio of popular candy brands.
The candy brands featured in the collection will include Jolly Rancher, Bubble Yum Bubble Gum, Reese’s Peanut Butter and Hershey’s Milk Chocolate.
“We are constantly seeking new ways to introduce our adored Hershey candy and chocolate treats in innovative formats,” said The Hershey Company director, Andy Paladino. “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.”
Launched in September 2024, the licensed C4 Performance Energy drinks are available in three Jolly Rancher-inspired flavors including blue raspberry, green apple and watermelon.
The limited-edition C4 Original x Bubble Yum Pre-Workout powder is also debuting this September exclusively through GNC and Cellucor, while supplies last.
Starting in October 2024, the licensed collection will expand to include C4 Whey Protein powder that features Hershey’s Milk Chocolate and Reese’s Peanut Butter-inspired flavors.
The C4 Whey Protein powders will launch through both GNC and The Vitamin Shoppe.
“At Nutrabolt, we prioritize listening to our customers and value our strategic partnerships,” said Nutrabolt CEO, Doss Cunningham. “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,” added Cunningham. “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 C4 Performance Energy x Jolly Rancher drinks are currently available through HEB, Amazon and C4’s official e-commerce website.
The availability of the products will further expand in October to include a wide range of major department stores, gas stations and retail companies.
Additional licensed products for the partnership are scheduled to roll out beginning in Fall 2024 and extending through 2025.
Owned by the global Nutrabolt wellness company, C4 is a performance beverage brand that specializes in the development, manufacturing and marketing of sports and athletic performance focused drinks.
C4 Launches Explosive Flavor Collaboration with Hershey’s
