Screenshot from PR Newswire Official Press Release
With sales of weight-loss drugs skyrocketing, Hershey found a way to enter the market by ditching sweets in their future lineup.
According to CNN, Hershey partnered with C4 Energy to push into the wellness category. Soon, Hershey's namesake and their sweet flavors will be sold as protein powders while their candies are now energy drinks. Notably, the company owes their success in the future to C4 Energy as they have been marked as one of the top-selling brand for fitness supplements after the pandemic.
As for C4 Energy, their partnership with Hershey will allow them to stand out in the $21 billion energy drink market, alongside Red Bull, Monster and Celsius.
In a PR Newswire press release, Hershey's new fitness supplement will be available this week in major US retailers and even C4's website. Energy drink's in three flavors: green apple, watermelon and blue raspberry, are $27.99 per 12-pack.
Protein powder, however, will be released in October. With Hershey's milk chocolate and Reese's peanut butter & chocolate flavors, price starts at $29.99 for the smallest size available. This will be sold alongside a pre-workout power with Bubble Yum gum.
When it comes to extending Hershey's flavors, C4 claimed that they already observed success from Skittles and Starbust energy drink flavors. The company stated that striking a deal with popular brands allow customers to buy drinks with flavors they are already familiar with, since most fitness supplements have unpleasant taste.
For Hershey, expanding into nutrition could counteract a 17% drop in candy sales, following its 2019 acquisition of One Brands for $400 million. This could also rival competitors like Mars, which also diversified beyond sweet snacks.
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