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Pre-workout brand C4 has partnered with The Hershey Company to enter the protein category with the launch of its first-ever whey protein powder in the UK.

The new C4 Whey Protein range debuts with two flavours: Hershey's Milk Chocolate and Reese's Peanut Butter and Chocolate. Each serving contains 25g of whey protein, with no added sugars, and is aimed at supporting muscle recovery and performance.

Doss Cunningham, chairman and CEO at Nutrabolt, the parent company of C4, said: “We prioritise listening to our customers and value our strategic partnerships. For years, users have been mixing their own peanut butter and chocolate protein shakes."

"After extensive testing, we’re thrilled to finally bring the debut of C4 Whey Protein in three mouth-watering flavours which fitness enthusiasts and chocolate lovers alike can enjoy”

Andy Paladino, global licensing director at The Hershey Company, added “We are always seeking new ways to bring our...Reese’s and Hershey’s brands into innovative formats. These new protein powders sweeten the performance category for athletes and fitness enthusiasts looking to achieve their best, and we are thrilled to partner with C4 to deliver this line-up."

Available in 13, 22 and 46-serving tubs, the product marks a major expansion for C4 beyond its core pre-workout offerings.

The powders are currently available at Boots and Holland & Barrett.