Hershey launches energy drinks and protein powders with candy flavors

The Hershey Company has partnered with C4 Energy to launch a new line of protein powders and energy drinks inspired by its popular candy flavors. This collaboration aims to attract fitness enthusiasts while tapping into the nostalgia associated with Hershey's iconic brands, which have been around for over 125 years. The energy drinks, featuring flavors like blue raspberry, green apple, and watermelon, will be available in major U.S. retailers starting this week, with a 12-pack priced at $27.99. In October, the partnership will expand to include whey protein powders in Hershey's milk chocolate and Reese's peanut butter flavors, starting at $29.99 for the smallest size. Additionally, a pre-workout powder flavored like Bubble Yum gum will be introduced. This strategic move comes as Hershey faces declining sales in its traditional candy business, which saw a 17% revenue drop in its latest earnings report. The collaboration with C4 is part of a broader trend where candy companies are diversifying their product lines to remain relevant in a competitive market. By leveraging established flavors, C4 aims to differentiate itself in the $21 billion energy drink market, which is currently dominated by brands like Red Bull and Monster. The partnership is expected to resonate particularly well with millennial and Gen Z consumers, who have a strong affinity for Hershey's products. This shift towards nutrition-focused products may help Hershey offset its declining candy sales and align with industry trends. Other candy companies, like Mars, are also exploring similar strategies, indicating a significant transformation in the confectionery landscape as brands seek to adapt to changing consumer preferences.