AUSTIN, Texas — Nutrabolt, the owner of pre-workout and energy drink brand C4, on Wednesday announced a new partnership with The Hershey Company.
The unique and expansive collaboration will bring a number of Hershey's beloved confections to life in the energy drink and pre-workout categories, as well as launch the first-ever protein powder for both C4 and Hershey. New products and flavors will roll out this fall with additions planned for 2025 and beyond.
The C4 x Hershey collaboration will infuse the flavors of some of Hershey's most cherished products, including Jolly Rancher Candy, Bubble Yum Bubble Gum, Reese's Peanut Butter, and Hershey's Milk Chocolate into a C4 product lineup formulated to fuel fitness performance.
The collaboration kicks off in select retailers this September with the unveiling of the C4 Original x Bubble Yum Pre-Workout along with C4 Performance Energy x Jolly Rancher energy drinks available in three classic Jolly Rancher flavors: Blue Raspberry, Green Apple, and Watermelon. In October, the product collection will expand to include C4 Whey Protein powders in three flavors, including Vanilla Bean and two iconic Hershey fan-favorites: Hershey's Milk Chocolate and Reese's Peanut Butter.
"At Nutrabolt, we prioritize listening to our customers and value our strategic partnerships. 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," said Doss Cunningham, chairman and CEO of Nutrabolt. "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."
"We are constantly seeking new ways to introduce our adored Hershey candy and chocolate treats in innovative formats," said Andy Paladino, director, global licensing, The Hershey Licensing Company. "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."
