Nutrabolt announced a flavorful partnership with The Hershey Co. with the launch of new C4 products and flavors rolling out this fall with additions planned for 2025 and beyond.

The 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, the company says.

The C4 x Hershey collaboration will infuse the flavors of some of The Hershey Co.’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, it notes.

The collaboration kicked 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 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 at Nutrabolt, in a statement. “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 of global licensing at The Hershey Licensing Co., added: “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.” 

Each energy drink contains CarnoSyn Beta-Alanine to support muscular endurance, BetaPower to maintain muscle cell hydration, and 200 mg of caffeine to aid performance, it notes.

C4 Original X Bubble Yum Pre-Workout will be a limited-edition release designed to take performance to the next level with ingredients to support energy, enhanced muscular endurance, and improved focus, the company notes. It also includes novel, AI-powered peptides, it says.

With the launch of C4’s inaugural protein powders — featuring the flavors of Reese’s Peanut Butter and Hershey’s Milk Chocolate candy — consumer now can savor their favorite treats while supporting their muscle recovery and growth, it says. Each serving of C4 Whey Protein — which also includes Vanilla Bean — boasts 25 grams of whey protein to help build lean muscle following physical training, combining iconic Hershey flavors with the benefits of protein in one delectable product, it adds.

C4 Performance Energy x Jolly Rancher energy drinks currently are available exclusively at HEB, Amazon and c4energy.com. 

In October, the drinks will be available for purchase at retailers including Walmart, 7-11, Albertson, Kroger, Hy-vee, Giant Eagle, Market Basket, Stater Bros, Royal Farms, Hannaford, Kum n Go and Casey’s with additional availability to follow in 2025, the company says. 

C4 Original x Bubble Yum Pre-Workout will be available on Cellucor.com and at GNC. The C4 Whey Protein x Hershey’s Milk Chocolate and C4 Whey Protein x Reese's products will be available at GNC and The Vitamin Shoppe later this fall, it notes. 

www.cellucor.com