• by Danielle Oster , over 1 hour ago

Nutrabolt’s C4 Energy brand is entering the energy shots category.

The brand announced the launch of C4 Performance Energy Shots into a category dominated by 5-Hour-Energy. C4 noted the “pocket-sized format” for the new product. It also attempted to differentiate C4 Performance Energy Shots from competitors, positioning them as offering “functional energy” in the form of 200 mg of caffeine, and “CarnoSyn Beta-Alanine,” while containing zero sugar. The product launched this week on Amazon and C4’s website, where the brand is marketing the new product as “Small But Savage.”

“The energy shot category has been dominated by legacy players for years, and consumer expectations have evolved. C4 Performance Energy Shots are arriving as a modern, high-performance upgrade: clean energy, explosive flavor, and athlete-trusted credentials including NSF Certified for Sport,” C4 Energy said in a statement, alluding to the certification highlighted in recent ad campaigns.

The release marks C4 Energy’s first major format innovation since launching. C4 Performance Energy Shots will debut with three popular flavors from the brand’s current energy drink lineup: Frozen Bombsicle, Hawaiian Punch Fruit Juicy Red, and Popsicle Grape.

In addition to positioning the new line as offering “better flavor and performance” than competitors, the brand is focusing on the product’s appeal to fitness-focused consumers who don’t want to drink a full can of an energy drink prior to a workout, busy audiences looking for fast energy on the go, and travelers looking for an energy fix they can bring on a plane.

C4 Energy also kicked off a national “Share The Energy” holiday giveaway promoted across its social channels.

“Share The Energy” centers around a deal offering a second case free of charge for every online order of C4 Energy, through the use of a “ShareTheEnergy” promotional code

C4 Energy is also celebrating “local holiday heroes” in Austin with an event in its hometown. On Dec. 16, the brand is giving away free cases of C4 Performance Energy at Nutrabolt headquarters in Austin to any “holiday hero” in the area (with the offer limited to those over 18 who show ID).