The Hershey Company Wants to Give Your Breakfast Smoothie a Flavor Boost With 3 Candy-Inspired Protein Powders
It's a whole new way to get your protein boost.
C4 Energy, the Austin-based sports nutrition drink, and The Hershey Company partnered to make a candy treat that’s actually meant to be functional. The sugary sweet partnership brings three candy-inspired flavors of whey protein powders — Hershey’s Milk Chocolate, Reese’s Peanut Butter Cups, and Vanilla Bean — to the market.
This is the first-ever protein powder released by either company. For C4, known for its energy drinks and pre-workout powders, this is just the start, says Robert Zajac, the CMO of Nutrabolt, C4’s parent company. “This is just the beginning of our entry into this space,” Zajac told Food & Wine exclusively. “We’re already developing the next phase of protein — from ingredients to flavors to formats; the opportunities are endless.”
The brand plans to roll out more protein-focused products because it is “crucial for muscle repair and growth,” making it appealing to fitness enthusiasts, pro and amateur athletes, plus the newly health-conscious, says Zajac. And science backs that all up. Studies show that consuming protein is responsible for multiple benefits: it helps strengthen and expand muscles, is good for bone health, and lowers blood pressure. The new candy-flavored proteins are an easy entry point for anyone looking to reap these benefits.
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