Hershey and C4 Vitality Created 3 Sweet-Flavored Protein Powders

C4 Vitality, the Austin-based sports activities diet drink, and The Hershey Firm partnered to make a sweet deal with that’s truly meant to be practical. The sugary candy partnership brings three candy-inspired flavors of whey protein powders — Hershey’s Milk Chocolate, Reese’s Peanut Butter Cups, and Vanilla Bean — to the market. 

That is the first-ever protein powder launched by both firm. For C4, identified for its vitality drinks and pre-workout powders, that is simply the beginning, says Robert Zajac, the CMO of Nutrabolt, C4’s father or mother firm. “That is only the start of our entry into this house,” Zajac informed Meals & Wine completely. “We’re already growing the following section of protein — from substances to flavors to codecs; the alternatives are infinite.” 

The model plans to roll out extra protein-focused merchandise as a result of it’s “essential for muscle restore and progress,” making it interesting to health fanatics, professional and beginner athletes, plus the newly health-conscious, says Zajac. And science backs that each one up. Research present that consuming protein is chargeable for a number of advantages: it helps strengthen and increase muscular tissues, is nice for bone well being, and lowers blood strain. The brand new candy-flavored proteins are a straightforward entry level for anybody trying to reap these advantages. 

Whereas shoppers can select from hundreds of various protein manufacturers and flavors, Zajac says that there’s nothing available in the market much like the brand new assortment. “This would be the first time ever that buyers are in a position to expertise their favourite chocolate manufacturers — Hershey’s Milk Chocolate and Hershey’s Peanut Butter Cups — in a format that tastes just like the sweet they love whereas delivering advantages for his or her physique,” he says. 

In line with Zajac, Chocolate and peanut butter protein shakes are already common, making this candy-specific collaboration a “no-brainer.” “Partnering with Hershey to license its Hershey Milk Chocolate and Reese’s Peanut Butter Cup flavors provides our workforce and our client a way of belief and credibility that this can style nothing wanting scrumptious,” he stated. 

One serving of the brand new powders incorporates 25 grams of whey protein and no added sugar. The protein powder prices $44.99 and is offered for buy straight via C4 Vitality, or at GNC or The Vitamin Shoppe. 

That is the second partnership between Hershey and C4 — with extra slated for 2025. As not too long ago as September, the 2 manufacturers rolled out a line of Jolly Rancher Blue Raspberry, Inexperienced Apple, and Watermelon flavored vitality drinks, which launched alongside Bubble Yum flavored pre-workout powder.

In 2022, Dr Pepper paid $863 million for a few 30 % possession stake in Nutrobolt, which, along with C4 Vitality, additionally owns the C4 Pre-Exercise and XTEND manufacturers. This marked the biggest minority funding in an vitality drink model in six years, per Meals Enterprise Information, beating Coca-Cola’s 2014 funding in Monster Beverage. 

Zajac says the corporate is trying ahead to seeing the artistic recipes individuals make with the brand new Hershey’s Milk Chocolate and Reese’s Peanut Butter protein powders. “I’m anticipating every thing from smoothies and shakes to muffins and in a single day oats,” he stated.