Give Your Breakfast Smoothie a Flavor Boost With These 3 Candy-Inspired Protein Powders

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. 

While consumers can choose from thousands of different protein brands and flavors, Zajac says that there’s nothing in the market similar to the new collection. “This will be the first time ever that consumers are able to experience their favorite chocolate brands — Hershey’s Milk Chocolate and Hershey’s Peanut Butter Cups — in a format that tastes like the candy they love while delivering benefits for their body,” he says. 

According to Zajac, Chocolate and peanut butter protein shakes are already popular, making this candy-specific collaboration a “no-brainer.” “Partnering with Hershey to license its Hershey Milk Chocolate and Reese’s Peanut Butter Cup flavors gives our team and our consumer a sense of trust and credibility that this will taste nothing short of delicious,” he said. 

One serving of the new powders contains 25 grams of whey protein and no added sugar. The protein powder costs $44.99 and is available for purchase directly through C4 Energy, or at GNC or The Vitamin Shoppe. 

This is the second partnership between Hershey and C4 — with more slated for 2025. As recently as September, the two brands rolled out a line of Jolly Rancher Blue Raspberry, Green Apple, and Watermelon flavored energy drinks, which launched alongside Bubble Yum flavored pre-workout powder.

In 2022, Dr Pepper paid $863 million for about a 30 percent ownership stake in Nutrobolt, which, in addition to C4 Energy, also owns the C4 Pre-Workout and XTEND brands. This marked the largest minority investment in an energy drink brand in six years, per Food Business News, beating Coca-Cola’s 2014 investment in Monster Beverage. 

Zajac says the company is looking forward to seeing the creative recipes people make with the new Hershey’s Milk Chocolate and Reese’s Peanut Butter protein powders. “I’m expecting everything from smoothies and shakes to muffins and overnight oats,” he said.