The Weekly Sip: C4 energy drink freezes up with Popsicle flavors

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C4 Energy drink freezes up with Popsicle flavors

The popular energy drink C4 is known for its ability to help consumers get moving. Now, the beverage is aiming to get people to chill out with its new Popsicle-flavored energy drinks.

C4 is partnering with Unilever-owned Popsicle on three flavors: Cherry, Grape and Hawaiian Punch. Each offering has 200 milligrams of caffeine and CarnoSyn Beta-Alanine for energy, endurance and performance.

The drinks are aimed at consumers looking for an energy boost while simultaneously creating a feeling of nostalgia for consumers who enjoyed the flavors in a frozen form as a child.

“We’re constantly conducting consumer research when it comes to launching new products and flavors across our C4 Energy portfolio,” Katie Geyer, vice president of talent, partnership and experience at Nutrabolt, said in an email to Food Dive. “Through our incredible partnership with Popsicle, we can bring our C4 Energy consumers a fun taste of their past and a daily boost to their day.”

C4 is one of the fastest-growing brands in the $19 billion U.S. energy drink space. Its success attracted the interest of coffee and soda maker Keurig Dr Pepper, which purchased a 30% stake in C4’s parent Nutrabolt for $863 million in 2022. The deal helped increase the availability of the product on store shelves while dramatically boosting the brand’s household penetration.

In an interview with Beverage Industry, Nutrabolt CEO Doss Cunningham said recent efforts by C4 to diversify its portfolio have helped the brand meet the needs of more consumers.

“We are constantly assessing the market and ever-shifting consumer response to the category and are tailoring our innovation pipeline accordingly,” Cunningham told the publication.

Innovations such as the C4 Popsicle-flavored drinks are a major reason why the energy drink category continues to grow. They help drive consumer awareness and grab coveted shelf space. Unlike C4 and its Popsicle partnership, however, other beverages have turned to actual frozen items as a way to expand the brand, including Coors, Blue Moon and Lipton tea.

—Christopher Doering

Oo-Lah wants to transport consumers to the tropics with canned cocktails

A new player in the ready-to-drink cocktail space is hoping to transport consumers to the beach each time they crack open a can.

Oo-Lah, based in Hollywood, Florida, is launching with a selection of drinks that aims to evoke the “kickback” feeling of being beside the ocean, according to the brand.

The cocktails arrive in four varieties. Island Girl contains rum with coconut, pineapple and orange flavors. The Big O, containing vodka and a hint of Triple Sec, aims to mimic the taste of Florida oranges in a lemon-lime spritz. Spicy Margarita is Oo-Lah’s take on the classic cocktail with tequila and jalapeno for a fiery heat. And Prickly Pear Margarita also contains tequila, with kiwi, pear and apple tastes.

“With our commitment to quality ingredients and innovative flavors, we are proud to offer a product that embodies relaxation and adventure,” said Trevor Spiers, Oo-Lah’s co-founder.

The drinks are available at select retail locations in Florida and Virginia.

The ready-to-drink cocktail space is growing by the month, with a variety of new entrants debuting their canned varieties on bartender favorites. Ready-to-drink canned cocktails, the fastest-growing segment of the spirits category, saw 26.8% growth in 2023, worth $2.8 billion in sales, according to data from the Distilled Spirits Council of the United States.

This year has seen launches in the RTD space from high profile spirits makers like Diageo’s Captain Morgan, along with rap icon Snoop Dogg who released two different brands: Gin & Juice, made with Dr. Dre, and Cali Cocktails in collaboration with winemaker 19 Crimes.

—Chris Casey