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C4 Energy and Hershey’s Collaboration Introduces Innovative Protein Powders

C4 Energy, a sports nutrition drink company based in Austin, has teamed up with The Hershey Company to launch a new line of whey protein powders. This collaboration offers three candy-inspired flavors: Hershey’s Milk Chocolate, Reese’s Peanut Butter Cups, and Vanilla Bean, marking a notable venture into the market for both brands.

In a statement to Food & Wine, Robert Zajac, Chief Marketing Officer of Nutrabolt, the parent company of C4, indicated that this launch is merely the first step into the protein powder sector. “This is just the beginning of our entry into this space,” Zajac said. “We’re already developing the next phase of protein — from ingredients to flavors to formats; the opportunities are endless.”

The decision to expand into protein products is seen as crucial by Zajac, who emphasizes the role of protein in muscle repair and growth. This feature makes the new offerings particularly appealing to fitness enthusiasts, professional and amateur athletes, and health-conscious individuals alike. Research supports this focus on protein consumption, which is linked to various health benefits, including muscle strengthening, improved bone health, and lower blood pressure.

While the protein market is saturated with numerous brands and flavors, Zajac asserts that these new protein powders are unique. “This will be the first time ever that consumers are able to experience their favorite chocolate brands — Hershey’s Milk Chocolate and Reese’s Peanut Butter Cups — in a format that tastes like the candy they love while delivering benefits for their body,” he explained.

Merging the exciting flavors of chocolate and peanut butter with protein shakes has been a consumer favorite, making this partnership a logical step. Zajac noted, “Partnering with Hershey to license its Hershey Milk Chocolate and Reese’s Peanut Butter Cup flavors gives our team and our consumer a sense of trust and credibility that this will taste nothing short of delicious.”

The newly released protein powders offer 25 grams of whey protein per serving and contain no added sugars. Priced at $44.99, they are available for purchase through C4 Energy as well as retail outlets such as GNC and The Vitamin Shoppe.

This venture marks the second collaboration between Hershey and C4, with more product releases anticipated in 2025. Earlier this year, the brands launched a range of Jolly Rancher-flavored energy drinks, which included Blue Raspberry, Green Apple, and Watermelon flavors, as well as Bubble Yum-flavored pre-workout powder. In a significant move for C4 Energy, Dr Pepper invested $863 million for an approximately 30% stake in Nutrabolt in 2022, marking the largest minority investment in an energy drink brand in six years, as reported by Food Business News.

Looking ahead, Zajac is enthusiastic about the various ways consumers might incorporate these new protein powders into their diets. “I’m expecting everything from smoothies and shakes to muffins and overnight oats,” he expressed.

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