Jolt Cola, the pioneering energy drink of the 1980s, will return to shelves in 2025 with more than twice the caffeine as the original.
The soda, which was advertised as having “all the sugar and twice the caffeine” of Coca-Cola and Pepsi, has been relaunched by sports supplement brand Redcon1Redcon1 to rival the likes of Monster, Red Bull and Celsius. You will have to fight against it.
“There's a great way to bring something back that pays homage to what once was, but you can do it in a very modern way,” said Ryan Monaghan, chief marketing officer at Redcon1. I am. told CNN.
Zsolt did not immediately respond to the newspaper's request for comment.
In 1985, Jolt's 72 milligrams of caffeine was enough to cause many nervous parents to forbid their children from drinking Jolt soda.
Now, this drink contains a whopping 200 milligrams of caffeine per 16-ounce can. Jolt Cola website.
A can costs about $2.50 or $3, CNN reports.
Monaghan told CNN that Redcon 1 does not want to sell Jolt energy drinks to anyone under 21.
The nostalgic drinks are meant to appeal to older consumers as well as young people, he added.
“It's like, 'I remember not being allowed to eat, and now it's coming back,' or, 'I remember enjoying it, and now it's gone,'” Monaghan told CNN. That's what I mean.''
restart, First announced in Octoberwas released after Jolt filed for bankruptcy protection in 2009. It briefly returned to Dollar General shelves in 2017, but was discontinued just two years later.
However, the energy drink market, long dominated by Red Bull, has been booming in recent years, growing faster than the traditional carbonated drinks industry.
The global energy drinks market is expected to reach $48.1 billion in 2024 and grow to $80.8 billion by 2033. Market research group imark.
The Coca-Cola Company owns 16.7% of Monster Beverage Corporation, and Pepsi owns 8.5% of Celsius Holdings, which acquired Rockstar Energy in 2020 for $3.8 billion.
Keurig Dr. Pepper announced in October that it would spend more than $1 billion to acquire energy drink maker Ghost.
Monaghan told CNN that Jolt plans to roll out limited-edition flavors from its cola roots. The brand may also launch pre-workout drinks and energy shots in the future, Monaghan added.
If it weren't for the outcry of the 1980s that demonized Coke over health concerns, Coke would have an easier time with this third comeback.
Jolt's 200 milligrams of caffeine intake is less than 300 milligrams per 16-ounce can of Celsius Heat, which is close to the FDA's 400 milligram daily limit for what is considered an overdose for adults.
In addition to being overcaffeinated, energy drinks are often high in sugar, averaging about 40 grams per can, according to the Harvard School of Public Health. That's close to the recommended daily sugar intake for people on a 2,000-calorie diet, according to the Mayo Clinic.
According to Jolt's website, Jolt will offer sugar-free drinks containing vitamins B6, B12, and B5.
Although caffeine is not recommended for children, according to the American Academy of Pediatrics, it is becoming increasingly popular among children looking for an energy boost.
