Mars Wrigley is now introducing its first-ever partnership with an energy drink brand, C4 Energy, and with it, four candy-inspired energy drinks: Strawberry, Cherry, Orange and Lemon. These fruity and juicy flavors have been in the works for several years and the perfected formulas boast "the closest possible candy flavor experience via our zero-sugar performance energy drinks that will ignite one's taste buds and exceed flavor expectations," according to John Herman, Chief Commercial Officer of Nutrabolt.
The high-performance energy drinks are launching with a colorful tasting room by the name of the C4 Energy Mobile Candy Flavor Shop pop-up in the Los Angeles area. The collab promises to delight energy drink fans and Starburst lovers with a sweet and nostalgic taste, better-for-you energy and clinically studied functional ingredients for muscular endurance and cellular hydration.
Candy-Flavored Energy Drinks
These C4 Energy Drinks Capture the Juicy Essence of Starburst
Trend Themes
1. Candy-flavored Energy Drinks - Energy drink brands can explore opportunities to partner with confectionery companies and offer candy-inspired flavors to attract younger consumers who prioritize taste in their energy drinks.
2. Fruit-inspired Flavors - Beverage brands can capitalize on the popularity of fruity flavors by introducing a range of energy drinks that offer a variety of natural fruit flavors to appeal to consumers who are looking for tasty yet sugar-free energy options.
3. Zero-sugar Performance Energy Drinks - Beverage manufacturers can focus on product innovation and invest in research to develop zero-sugar performance energy drinks that offer a unique taste and functional benefits to meet the growing demand for products that enhance physical performance without compromising on taste.
Industry Implications
1. Energy Drink Industry - Energy drink brands can collaborate with confectionery companies to tap into a wider market segment and to leverage the popularity of confectionery brands to enhance their presence in the market.
2. Confectionery Industry - Confectionery companies can explore collaboration opportunities with energy drink brands to expand their consumer base and explore new revenue streams by leveraging their existing brand equity and customer loyalty.
3. Beverage Industry - Beverage manufacturers can invest in product development to introduce natural and sugar-free energy drinks that cater to consumers who are looking for healthier yet tasty energy options.