A 1980s cola that was notorious for having twice as much caffeine and sugar is making a comeback.
This time, Jolt Cola, which was once promoted as a substitute for Pepsi and Coca-Cola, will go up against Red Bull, Monster, and Celsius in the congested energy drink market.
Jolt will be presented to a new generation using a reformed recipe, according to a relaunch announcement made last fall by sports nutrition manufacturer Redcon1.
Aaron Singerman, the founder of REDCON1, said in a statement, “We are thrilled to collaborate with IMG to bring back Jolt Cola.” Many people have a particular place in their hearts for this product, and we are dedicated to maintaining its original qualities while improving it for modern consumers.
When the original company declared bankruptcy in 2009, Jolt vanished, but according to Marketing Dive, it made a brief comeback in 2017.
To compete in the energy drink market, REDCON1 is modifying Jolt’s recipe.
According to Marketing Dive, Jolt’s updated formula increases the amount of caffeine from 70 to 200 milligrams and substitutes sugar for sucralose as the sweetener. The beverage will also contain B vitamins, non-stimulant metabolic boosters, and nootropics that improve focus.
With aspirations to expand into ready-to-drink pre-workout and energy shots, Jolt will be available in 16-ounce cans in two exclusive flavors, according to the firm.
Stories by
Sue Gleiter