Nutrabolt’s Chris Terry: Why C4 is the power of now
Chris Terry, Nutrabolt Europe Senior VP & GM EMEA, shares C4’s powerful 2024 sales story and the sports nutrition brand’s 2025 plans
WN: Share the standout successes for C4 in 2024 with us…
Honestly, this year has been an incredible one for C4; the data is incredible. Sales have grown fivefold since the beginning of 2023 and C4 has become the fastest-growing sugar-free energy drink in the market over the past 12 months.
During 2024, in symbols and indies, C4 grew at 114%, and is now the third most used brand in stimulant energy among energy drink users, which is a huge leap forward.
2024 data also revealed that C4 is highly incremental to the category with 49% of C4 drinkers drinking more energy drinks now that they use C4.
We have also doubled our user numbers during 2024, which is an incredible result as the team built the brand from scratch just three years ago.
What is clear is that consumers engage with the brand really well and with our roots in sports nutrition, C4 has become the product of choice for our core audience. Initially, the demographic with the most brand awareness of C4 were men aged 18–39, but with our bold, distinctive packaging and focus on marketing, our audience is growing wider and wider.
Another key success was the launch of our Millions Strawberry and Millions Bubblegum energy drinks earlier this year. This collaboration with such a well-known confectionery brand resulted in fantastic support right across the wholesale sector. The Millions range not only demonstrated our innovation with flavour, but also tapped into the trend for nostalgia; sales continue to be excellent.
We also launched Pineapple Head in collaboration with REORG, a charity committed to supporting veterans, ex-military and emergency responders with functional fitness to support their physical and mental wellbeing. We donate a percentage of profits to REORG, and Pineapple Head is available in both plain and pricemarked packs to ensure the best possible distribution in order to maximise what we can give REORG.
WN: What are the most important learnings you’re taking from 2024?
Without a doubt, it’s the need to fully understand the needs of consumers. For C4, the most important thing to get right is the taste of our products. We spend a lot of time tasting energy flavours, comparing them to the wider market, in order to develop unique flavours. We use quality ingredients with zero sugar to reflect our health and wellbeing background, and we communicate this clearly.
In addition to taste, we also focus on delivering results. We know that consumers rely on C4 to fuel their workouts and maximise performance. In the fitness channel, we are the market leaders and during 2024, the number of C4 users doubled. They know how effective our products are and, quite rightly, they then expect this to be the case with every C4 product and we have to deliver.
WN: Which insights or data trends shape your decisions?
Although our long-term vision for the brand is already established, how we get there is written in pencil versus pen so that we can continually adjust, improve and evolve while still remaining true to what we stand for.
It is music to our ears that health and wellness remains a key lifestyle trend, and while legacy brands may be looking to enter this space, our background as a sports nutrition business means we are brilliantly placed to make the most of this opportunity.
However, while consumers associate C4 with health and wellbeing, we are also building wider brand awareness as consumers move towards consumption outside traditional health and fitness settings.
The health and wellness trend is also reflected in our commitment to never add sugar to our products. We remain focused on providing a ‘better for you’ alternative to traditional mainstream energy. We recognise that consumers want products to taste good but with added benefits where possible.
WN: How have you worked with wholesalers during the past year?
The wholesale channel supported the Millions collaboration brilliantly and this support has helped to put C4 firmly on the radar in the sector.
Throughout the past year we have worked with many national wholesalers such as Bestway Wholesale and Unitas Wholesale members to drive distribution with national promotions. In addition, we’ve worked locally with regional wholesalers on localised promotions and trade events, such as United Wholesale Scotland, Parfetts & Dhamecha.
Collaborating with wholesalers has been essential and we’re looking to do more of the same in 2025 with in-depot activations and a full marketing mix, including POS for retailers, to promote local visibility and awareness. We recognise that this 360-degree approach is critical for success.
Earlier this year, we also began working with Sainsbury’s and Morrisons to drive brand awareness and distribution further.
WN: What are the plans for the brand in 2025?
We will stay true to our priorities and ensure we continue to focus on delivering fundamentals brilliantly.
A big focus will be launching our latest new flavour. Millions Apple will be launching in the coming weeks, so our focus will be on raising brand awareness and ensuring product availability across the wholesale channel. Apple is one of the best-performing flavours with mainstream appeal, and it was the natural choice when we looked to develop the range further. As for other flavour collaborations, just watch this space…
The launch of Millions Apple will be supported by a full marketing campaign, including sampling in depots and in retail stores, and we are really excited about the opportunities this brand extension will bring.
Our focus now is on building distribution and continuing to raise brand awareness. The products taste fantastic, so we are prioritising sampling activities for 2025 so consumers can try the product for themselves.
WN: Any message for wholesalers?
It has been a truly incredible year for C4 and we’re really excited for the new year as there is so much more to go after.
Our message to wholesalers is simple: work with us. Our margins are strong so help us to reach your retail customers by giving us more shelf space in depot.
We have already increased distribution fivefold and we can do that again, just watch.
We are focused on driving meaningful and powerful results for both wholesalers and their retail customers and we are here for the long term. Are you with us?
Sources: Circana/IRI Symbols & Independents 4 w/e 28 Jan 2023 vs. 4 w/e 2 Nov 2024, Sports & Energy; Brand Legacy energy drinks health tracker 2024, 1071 UK consumers
C4 Chris Terry Nutrabolt suppliers
