Nutrabolt’s C4 brand has announced a partnership with Hershey to launch a new line of energy drinks and protein powders featuring popular Hershey brands. Nutrabolt will be licensing the brands from Hershey for this collaboration.
The new products include a Bubble Yum pre-workout powder and canned energy drinks in three Jolly Rancher flavors: Blue Raspberry, Green Apple, and Watermelon. In October, C4 protein powders in Hershey’s Milk Chocolate and Reese’s Peanut Butter will also be introduced. Additional products are set to be released in the fall with more planned for the future.
This partnership comes as energy drink companies look for ways to differentiate themselves in the competitive $19 billion category dominated by brands like Red Bull, Monster, and Celsius. By incorporating Hershey’s iconic flavors into their products, Nutrabolt aims to attract new consumers and provide a unique offering in the market.
C4 has a history of incorporating popular brands like Popsicle, Skittles, and Starburst into their energy drinks. For Hershey, this collaboration presents an opportunity to showcase their beloved products in a new format and reach consumers in the performance category.
Andy Paladino, director of global licensing at Hershey, expressed excitement about the new partnership, stating that the beverages and powders will cater to athletes and fitness enthusiasts looking for a delicious and effective product.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
