Nutrabolt's C4 brand is stepping outside its energy drink stronghold with the launch of C4 Sparkling Protein, a ready-to-drink beverage delivering 20 grams of protein, zero sugar, and no caffeine in a carbonated format — an increasingly competitive slot on cooler doors from Walmart to convenience chains.

The product retails for $27.99 and is available now on C4's direct-to-consumer platform and in Walmart stores, with Amazon distribution coming soon. C4 already appears in the coolers of major c-store operators including 7-Eleven and Wawa, giving the brand established forecourt-to-cooler relationships that could support broader channel expansion as the SKU matures.

The Product

C4 Sparkling Protein launches in three flavors: Cherry Vanilla (a Walmart exclusive), Strawberry Watermelon, and Lemon Lime Fizz. Each 12-ounce can also delivers five essential vitamins and minerals. The formulation is caffeine-free, which deliberately separates it from C4's energy drink core and positions it for all-day consumption occasions — post-workout recovery, between-meal protein top-ups, or simply as a functional refreshment alternative.

"Sparkling and clear protein drinks have a reputation for tasting flat or leaving behind a chalky mouthfeel, and we knew that wasn't good enough for C4," said Emily Hoyle, Senior Vice President of Marketing at Nutrabolt. "We took our best-in-class flavor expertise and applied it to this new format, so consumers get a protein beverage that's as enjoyable to drink as it is functional."

Why C-Stores Should Pay Attention

The protein RTD segment has grown steadily as consumers fold high-protein intake into everyday wellness routines rather than limiting it to the gym. For c-store operators, that shift matters: protein shakes and bars have long commanded premium price points and strong per-unit margins in the cold vault and on the nutrition shelf. Sparkling or clear-format protein drinks represent an emerging sub-segment that plays well against traditional opaque shake formats, particularly with younger shoppers who associate carbonation with refreshment rather than recovery.

Nutrabolt's distribution footprint — spanning more than 125 countries and U.S. retailers including 7-Eleven, Kroger, H-E-B, and Publix — gives C4 Sparkling Protein a credible path into the convenience channel. The brand's existing energy drink presence in the c-store cold vault means category managers already have a buying relationship to work from.

The launch also signals how better-for-you RTD innovation is blurring the line between the sports nutrition shelf and the functional beverage cooler. Brands that have built equity in one format — in C4's case, energy — are increasingly using that equity as a bridge into adjacent need states, a playbook that operators weighing assortment resets will want to track heading into 2027 planogram cycles.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.