![]() The energy drink category at large had not evolved to meet new consumer needs ― younger consumers ― looking for zero sugar, functional solutions that were coming from credible leaders in health and wellness all combined with an incredible range of flavors. “However, beyond awareness we had to feel confident that we could build a superior and more functional solution. “Early on research supported that there was a high awareness of our C4 brand within active energy drink consumers with a meaningful percent of them already actively taking C4,” he explains. Herman notes that the C4 evolution stems from the company being format agnostic and leveraging its expertise within the nutrition space to target ingredients that appeal to today’s consumers. “C4 holds 48% of the pre-workout category share in the US based on IRI 2021.” “It is our leading portfolio from our fastest growing energy drink position in C4 Energy (aka yellow can) to our market leading position within FDM and Amazon C4 Sport,” he says. Nutrabolt’s partnership with Mars Wrigley lead to the special releases of C4 Energy Skittles.Ĭalling C4 its “Jordan” (in reference to the Nike brand) of Cellucor, C4 is the company’s flagship brand across powders and beverage, Herman notes. “With the line and architecture, we have introduced a full architecture of solutions to meet a range of active nutrition needs from beginners to advance.” ![]() ![]() “Beginning in a ‘more pure’ sports nutrition space with products like creatine, testosterone boosters and thermogenics to larger more mainstream categories like preworkout, aminos and performance energy,” Herman says. “Beyond the headlines though, our brands are differentiated through clinically studied and oftentimes exclusive ingredients, zero sugar ‘better-for-you’ positioning, certifications like NSF providing peace of mind and trust that our products contain only what we say they do and last but not least are recognized as having best in class flavor with a range of options from true-to-fruit ― Strawberry Watermelon ― to childhood nostalgia ― Frozen Bombsicle and Skittles,” he continues.įor Nutrabolt, the company has introduced new solutions and formulations to address a range of needs and categories. We lead our respective categories across all channels of trade and are trusted by consumers represented by our more than 38,000 five-star reviews on Amazon. “In doing so, we have the most diversified consumer base and distribution strategy of any brand in the space helping consumers at all levels with a unique relevant product architecture across all channels. “Our mission has been one about maximizing human potential and driving absolute brand accessibility,” he says. Now the company has brands in more than 125 countries around the world and has become a trusted leader that is driving effective results and delivering on promises to its consumers, Herman notes. ![]() A diverse health and wellness company, Nutrabolt’s entry into the consumer packaged goods (CPG) market began approximately 20 years ago with its Cellucor line of powder dietary supplements. ![]()
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