The flagship brand of nutrition giant Nutrabolt, Cellucor and energy brand C4 are long-time players in the space, having launched their first pre-workout beverage, C4 powder, in 2011 with a canned version following in 2018. Marketing has long been targeted directly to gym-goers and bodybuilders. Today, you'll see two varieties of cans: yellow which is aimed at athletic performance and endurance, and black which focuses on brain function and concentration. Minority investor Keurig Dr Pepper provides nationwide logistics. Paying homage to the classic summer ice pop, a staple of ice cream trucks and school parties everywhere, C4 Frozen Bombsicle was introduced with the rest of the RTDs as a limited offering in 2018 and received a design update as well as elevation to the main nationwide lineup in 2021. Despite the heavy red, white, and blue packaging, the liquid inside is completely clear. Frozen Bombsicle remains one of the few legacy C4 flavors to utilize a cooling flavor compound t...
Founded back in 2018 by fitness influencer Katy Hearn and husband Haydn Schneider, Alani Nu (part of Congo Brands which also owns PRIME hydration/energy) seeks to disrupt an energy drink category historically dominated by marketing aimed at young men. Alani's branding emphasizes bright and vibrant color palettes while prominently featuring women and more traditionally female activities. The vibes-based plan complete with abundant influencer marketing and wellness adjacent value-prop seems to have gained traction with the brand surpassing $1billion in global sales for fiscal 2025. Beyond energy drinks, Alani Nu's catalog also has pre-workout, shakes, snacks, and energy stick offerings. Cherry Twist was first introduced in spring of 2024, designed as a 1980s retro cherry-lime soda. Originally intended as a limited run, huge sales velocity at launch resulted in its quick promotion to the standing lineup. 🛒 Price: $16.59 for 12 cans, note this reflects a national promo and $6 o...