Nutrabolt’s C4 is one energy drink that is bridging the gap between traditional energy drinks and functional performance beverages. Kyle Thomas, Nutrabolt’s global chief commercial officer, said the brand is leaning into what he calls the “Energy 2.0” revolution.
“Being in the beverage business for the last 25 years, you get to see a lot of phases and growth stories that emerge over time,” Thomas said. “Specifically for C4, we really started to get focused and rooted in understanding both the consumer mindset and the white space that existed out there. I think there’s some legacy brands that served a purpose the way the consumer was buying this category early on.”
Thomas attributes C4’s success to its deep understanding of consumer needs and the brand’s legacy in performance nutrition, noting that the brand applied consumer insights, flavor, brand positioning and retail strategy to tap into the “Energy 2.0” revolution.
As healthier trends continue to shape CPG, C4 has been able to effectively capitalize on retail expansion, establishing itself as a mainstream leader in the energy beverage sector. He highlighted how C4 has adapted its strategies to ensure that its products are accessible and resonate with a broader audience seeking health and performance.
“Our business has matured significantly over the last few years,” he said. “If you look at it, we’re probably a little heavier in convenience retail than in large format, but that shift continues to change year over year. Our online business is absolutely exploding. The unique thing in beverage versus active nutrition is the Amazon or the digital consumer, there’s so many different avenues for a consumer to find products these days.”
Thomas added that he sees growth trends very equivalent across all channels of the business, with C4 dominating the C-store landscape across the board.
Looking ahead, Nutrabolt is gearing up for exciting developments, including a new flavor launch and a strategic partnership announcement.
To hear more on how Nutrabolt expanded C4’s consumer base beyond the gym, the importance of science-backed formulations and the role of flavor and AI in product innovation, listen to the NutraCast above or on your preferred podcast platform.
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