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Nutrabolt, owner of C4 Energy, has announced a partnership with The Hershey Company to launch a range of products featuring popular Hershey flavours.

The collaboration will introduce Hershey's confections into the energy drink, pre-workout and protein powder categories, with new flavours rolling out this autumn and additional products planned for 2025.

The first offerings, which is available from this month, include C4 Original x Bubble Yum pre-workout and C4 Performance Energy x Jolly Rancher energy drinks, available in blue raspberry, green apple and watermelon. In October, C4 Whey Protein powders will debut in vanilla bean, Hershey's milk chocolate and Reese's peanut butter flavours.

Doss Cunningham, chairman and CEO at Nutrabolt, said: "At Nutrabolt, 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 and we've frequently heard requests for a Jolly Rancher candy-flavoured C4. After extensive testing, we're thrilled to finally bring these products to market."

Andy Paladino, director of global licensing at The Hershey Licensing Company, 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."

C4 Performance Energy drinks contain CarnoSyn Beta-Alanine, BetaPower and 200mg of caffeine to enhance performance. The C4 Original x Bubble Yum pre-workout will be a limited-edition release and includes ingredients for energy, endurance and focus, along with AI-powered peptides.

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