AFTER causing some controversy over the years, a beloved energy drink is being put back on shelves.
Its hallowed return, expected sometime in early 2025, has triple the caffeine content it once did nearly 40 years ago.
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Redcon1, a rapidly growing sports supplement brand, reached a deal earlier this year with licensing agency IMG to re-introduce none other than Jolt Cola to customers, per an October press release.
The partnership was created to help “merge JOLT’s legendary brand recognition with Redcon1’s modern, high-energy lifestyle image.”
Redcon1 said it hoped to appeal to “a new generation of customers” and offer some nostalgia for longtime fans of Jolt Cola, in a “best of both worlds” decision.
Jolt Cola is legendary in the energy drink space and known by many to be the first ever in the 1980s.
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It came decades before Celsius, Monster, and Red Bull.
At the time, Jolt Cola offered customers just over twice the caffeine of a normal can of Pepsi or Coca-Cola, which typically has about 34mg in a 12-ounce can.
A Jolt Cola in the 1980s had around 72 milligrams, which made a lot of American parents keep their kids from having it.
Now, it’s keeping up with energy drinks caffeine content nowadays — typically anywhere from 150mg to 350mg on the high end.
The maximum end of the safe range for caffeine consumption in a day for most healthy adults is 400mg, per the Food and Drug Administration (FDA).
TASTE PROMISE
The brand-new Jolt Cola’s will have 200mg, so right in the sweet spot, similar to Celsius and even other prominent supplement brands like C4.
Jolt Cola’s new cans will also be bigger, up to 16 ounces from 12, and will include some different ingredients, like nootropics for focus, B vitamins, and a metabolism booster that’s non-stimulant, per Food Dive.
Redcon1 also spent over 18 months perfecting the taste of the cola energy drink to avoid being flat or generic, along with maintaining its zero-sugar promise.
“We think of it kind of like a Coke Zero,” Aaron Singerman, founder of Redcon1, told the publication.
“People are going to drink it and go ‘Wow, this tastes great,’ and they’re not even thinking about the energy factor.”
This product holds a special place in the hearts of many, and we are committed to preserving its original essence while enhancing it for today’s customers.
Aaron Singerman
Along with two undisclosed flavor profiles in the 16-ounce cans, Redcon1 also noted in the release that it plans to offer Jolt Cola in “ready-to-drink pre-workout” and “energy shot” options.
BANKRUPTCY WOES
The return of Jolt Cola is significant, as the future was grim for the beverage for some time.
Its founder filed for bankruptcy in 2009 after competition from other increasingly popular drinks and an expensive canning contract.
In 2017, it briefly returned but didn’t distribute widely enough.
Redcon1 says its version is the answer.
“Jolt Cola is more than just a product; it’s a piece of history,” Nick Manzo, senior director of licensing at IMG, noted in the release.
“We’re thrilled to have brought Jolt and Redcon1 together to reintroduce this iconic product and celebrate its legacy both with loyal fans and a new generation eager to experience the bold energy of Jolt.”
Those curious about what energy drinks do to the body can find more information about what’s happening minute by minute here.
Competitors like Red Bull have also recently made major updates to its green can, sparking backlash from some customers.
