US-based active health and wellness company Nutrabolt has partnered with The Hershey Company (Hershey), to add new flavours to its pre-workout energy drink brand, C4.
The collaboration aims to bring several Hershey’s confections to the Energy Drink and Pre-Workout categories and launch the first-ever Protein Powder for both C4 and Hershey.
It will bring flavours from some of Hershey’s most popular products into a C4 products lineup formulated to support fitness performance.
The products include Jolly Rancher Candy, Bubble Yum Bubble Gum, Reese’s Peanut Butter, and Hershey’s Milk Chocolate.
The collaboration will allow consumers to enjoy the classic Jolly Rancher Hard Candy taste in an energy drink format with the added benefits of C4 Performance Energy.
Nutrabolt chairman and CEO Doss Cunningham said: “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-flavoured C4.
“After extensive testing, we’re thrilled to finally bring these products to market. 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 collaboration will roll out new products and flavours in select retailers this month, with further additions planned for 2025 and beyond.
Initially, the partnership will launch the C4 Original x Bubble Yum Pre-Workout and the C4 Performance Energy x Jolly Rancher energy drinks.
The drinks will be offered in three classic Jolly Rancher flavours, Blue Raspberry, Green Apple, and Watermelon.
C4 Original X Bubble Yum Pre-Workout will be offered as a limited-edition release.
It will feature ingredients that support hard-hitting energy, enhanced muscular endurance, and improved focus, and also includes novel, AI-powered peptides.
In October, the product collection will be expanded to include C4 Whey Protein powders in three flavours, Vanilla Bean, Hershey’s Milk Chocolate and Reese’s Peanut Butter.
Each serving of C4 Whey Protein, which also includes Vanilla Bean, contains 25g of whey protein to help build lean muscle following physical training.
According to Nutrabolt, each energy drink will contain CarnoSyn Beta-Alanine for muscular endurance, BetaPower for muscle cell hydration, and 200mg of Caffeine to boost performance.
The Hershey Licensing Company global licensing director Andy Paladino said: “We are constantly seeking new ways to introduce our adored Hershey 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.”
