Kyle Thomas, Chief Commercial Officer of Nutrabolt, joins the PricePlow Podcast for Episode #157 to discuss C4’s collaboration with The Hershey Company, bringing iconic flavors like Reese’s, Bubble Yum, and Jolly Rancher to their supplements and energy drinks while expanding the brand’s demographic reach.
In Episode 157 of the PricePlow Podcast, Mike and Ben sit down with Kyle Thomas, Chief Commercial Officer of Nutrabolt, to discuss the company’s groundbreaking partnership with The Hershey Company. Kyle, who joined Nutrabolt in 2021 after years in the Coca-Cola system, provides unique insights into how this collaboration came to be and what it means for both C4 and the broader supplement industry.
The conversation covers not only the recent launch of C4 Whey protein featuring real Reese’s and C4 Original pre-workout with Bubble Yum flavor, but also dives deep into Kyle’s strategic vision for the brand, the evolution of C4’s demographics, and how the company is positioning itself in the ever-growing energy drink market. This podcast was recorded shortly after Team PricePlow’s visit to Nutrabolt HQ in Austin, Texas, making for some timely discussion of upcoming innovations.
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https://blog.priceplow.com/podcast/kyle-thomas-nutrabolt-c4-hershey-157
Video: C4’s Kyle Thomas Talks Hershey Partnership & Brand Strategy
Podcast: Play in new window | Download (Duration: 46:23 — 48.0MB)
Detailed Show Notes with Kyle Thomas
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0:00 – Introductions & Kyle’s Background: A Wild Ride to Nutrabolt
Kyle Thomas introduces himself as Nutrabolt’s Chief Commercial Officer, sharing his extensive background in the Coca-Cola system before joining Nutrabolt in 2021. His experience spans various roles within the beverage industry, including work with Coca-Cola Consolidated and the Coca-Cola company’s venturing and emerging brands division.
The C4 x Hershey’s collab continues, with the legendary Hershey’s Milk Chocolate and Reese’s Peanut Butter & Chocolate flavors in a brand new C4 Whey protein powder supplement!
After seeing the opportunity with Cellucor and C4, Kyle made the transition to Nutrabolt to lead their beverage business. He describes the past three years as a “wild ride”, noting how the company has grown significantly in that time frame, particularly in the energy drink sector where C4 has become a major player.
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4:00 – The Evolution of Sports Nutrition on Coca-Cola’s Radar
Kyle explains that while the active nutrition side of the business wasn’t initially on Coca-Cola’s radar, C4’s brand equity and historical presence in the supplement space had always been strong. He notes that being based in Texas, he was well aware of C4’s reputation and impact on the supplement industry long before joining the company.
The turning point came around 2020 when C4 Energy, the beverage line, started gaining significant attention in the broader beverage industry. Kyle emphasizes how difficult it is for new brands to break through in a landscape dominated by giants like Coca-Cola, Pepsi, Dr. Pepper, Monster, and Red Bull, making C4’s success particularly noteworthy.
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9:00 – The Hershey Partnership
The discussion turns to the landmark partnership with The Hershey Company, with Kyle explaining the strategic thinking behind choosing iconic brands like Reese’s and Jolly Rancher. He emphasizes the importance of maintaining authentic flavor profiles, noting that consumers need to experience the exact taste they expect when trying these collaborative products.
Kyle discusses the extensive approval process and cooperation between the two companies, highlighting how both teams work together to ensure product quality and brand consistency. He explains that the partnership goes beyond simple licensing, focusing on creating genuine connections with consumers through nostalgic flavors and experiences that resonate across generations.
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16:30 – Brand Strategy & Demographics
Nutrabolt teams up with The Hershey Company to introduce the new Bubble Yum flavor of the C4 Original Pre-Workout. Experience the classic bubble gum taste that brings a nostalgic blast from the past to fuel your workouts!
Kyle reveals fascinating demographic data about C4’s consumer base, noting a roughly 55-45 or 60-40 male-to-female split. This represents a significant evolution from C4’s origins as a predominantly male-focused brand, showing how their expansion into energy drinks and retail channels has broadened their appeal considerably.
The strategic licensing deals and partnerships, particularly with iconic brands like Hershey’s, have helped C4 reach a younger demographic while maintaining their core audience. Kyle emphasizes that their licensing flavors are showing impressive incrementality numbers, bringing 15-50% new consumers to the category rather than just shifting existing customers between products.
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27:00 – Product Development & Testing
Kyle provides an inside look at the product development process, particularly focusing on how Nutrabolt’s team works to match iconic flavors like Reese’s and Bubble Yum. He explains that while they can’t divulge specific formulation details, their product development team works closely with Hershey’s to ensure each product meets both companies’ high standards.
The process involves extensive testing and approval procedures, with flavors being developed internally at Nutrabolt before being sent to Hershey’s for verification. Kyle emphasizes that this attention to detail is crucial, as consumers have strong expectations when it comes to these well-known flavors, citing the example of their C4 Whey protein featuring real Reese’s and how it needed to perfectly capture the iconic peanut butter cup taste.
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35:00 – Master Branding Strategy
Kyle outlines Nutrabolt’s comprehensive master branding strategy, explaining how C4 can successfully extend beyond energy drinks into other categories while maintaining brand consistency. He emphasizes that this approach isn’t just about launching new products, but about ensuring each extension makes sense for the brand and meets consumer needs.
This strategic approach is exemplified by their recent launch of C4 Whey protein and the new Bubble Yum flavored pre-workout. Kyle explains that these extensions work because they align with C4’s core identity while offering something genuinely new to the market. He notes that not every category is appropriate for expansion, emphasizing the importance of selective and strategic growth.
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42:00 – Keurig Dr Pepper Partnership
The podcast concludes with an in-depth discussion of Nutrabolt’s strategic partnership with Keurig Dr Pepper (KDP). Kyle explains how this relationship helps facilitate growth while maintaining the entrepreneurial spirit that drives innovation, noting that KDP has been instrumental in helping scale the business without stifling creativity.
He emphasizes that while KDP provides invaluable distribution and logistics support, Nutrabolt maintains autonomy over product development and innovation. This balance allows them to leverage KDP’s massive infrastructure while keeping the agility and creative freedom that has made C4 successful. Kyle notes that this partnership model has been particularly effective in launching and scaling their collaborative products with Hershey’s, as it provides the reach needed to make such major launches successful.
Where to Follow Kyle, Nutrabolt, and C4
- Kyle Thomas on LinkedIn
- @C4Energy on Instagram
- @Cellucor on Instagram
- Cellucor News on PricePlow
Thank you to Kyle Thomas and the entire Nutrabolt team for hosting us at their headquarters and sharing insights into their exciting partnership with The Hershey Company. We’re looking forward to trying more innovative collaborations in the future!
Stay up to date with Cellucor/C4’s latest releases by signing up for PricePlow’s news alerts, and don’t forget to subscribe to the PricePlow Podcast and leave us a great review!
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