Dive Brief:
- C4 is launching All Hopped Up, a non-alcoholic energy drink inspired by beer.
- The drink mimics a light beer flavor with a hint of orange and contains 200 milligrams of caffeine (equivalent to about two cups of coffee) along with added vitamin B12.
- This launch by Nutrabolt-owned C4 targets both the non-alcoholic beer and energy drink markets, aligning with health and wellness trends by marketing itself as a performance beverage for athletes.
Dive Insight:
With consumers increasingly moderating their alcohol intake, interest in nonalcoholic beers has risen. As this category evolves, beverages that cater to wellness, such as hop water, are gaining traction. C4 is strategically positioned within this niche.
All Hopped Up will be available on TikTok Shop and Amazon starting Wednesday, with sales on C4’s e-commerce site launching on September 30. The suggested retail price is $14.99 per six-pack of 16-ounce cans.
To stand out amid growing competition in the energy drink sector, C4 continues to innovate its flavor offerings and functional attributes, including a recent launch of a sparkling alternative to traditional protein shakes, as its parent company seeks to reinforce its health and wellness identity.
