C4 has teamed up with The Hershey Company for a flavorful partnership, giving live to Hershey’s confectionaries in the Energy Drink and Pre-Workout categories. This partnership will also launch the first-ever Protein Powder for both C4 and Hershey.
It will infuse the flavors of some of Hershey’s beloved products, including Jolly Rancher Candy, Bubble Yum Bubble Gum, Reese’s Peanut Butter and Hershey’s Milk Chocolate into a C4 product lineup to fuel fitness performance.
The C4 x Hershey collaboration will be available in select retailers this month. Consumers can check out the C4 Original x Bubble Yum Pre-Workout, C4 Performance Energy x Jolly Rancher energy drinks. These will be available in three classic Jolly Rancher flavors – Blue Raspberry, Green Apple, and Watermelon.
Doss Cunningham, Chairman and CEO at Nutrabolt, said they prioritize their customers and value 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,” he said. “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.”
Andy Paladino, Director, Global Licensing at The Hershey Licensing Company, said they are constantly looking for new ways to introduce their 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.”
Through the C4 x Hershey collaborations, consumers can treat themselves to the classic Jolly Rancher Hard Candy taste in an energy drink format with the added benefits of C4 Performance Energy – each energy drink contains CarnoSyn Beta-Alanine to support muscular endurance, BetaPower to maintain muscle cell hydration, and 200mg of Caffeine for performance.
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