Jolt Cola, the iconic soda brand that gained popularity in the 1980s for its “all sugar and twice the caffeine,” is set to return to stores in 2025 with a more potent formula. This time around, Jolt Cola will target the growing energy-drink market, competing against established brands like Red Bull, Monster, and Celsius.
The new version of Jolt Cola will come in 16-ounce cans and feature 200 milligrams of caffeine, nearly three times the amount found in a 12-ounce can in 1985. The brand’s return is part of a growing trend in the energy-drink market, which has seen significant growth in recent years.
The US energy drink market is projected to reach $80.8 billion by 2033, with global sales expected to exceed $48.1 billion in 2024, according to market research group Imarc. This growth has led Jolt Cola’s new owner, Redcon1, to shift its focus from traditional soda to energy drinks.
Despite the growing demand for energy drinks, concerns over sugar and caffeine content remain. The US Food and Drug Administration warns of excessive consumption, particularly among adults. However, Jolt Cola is responding with a zero-sugar offering and added supplements.
The brand’s revival aims to tap into nostalgia, targeting older consumers who remember the classic soda but were not allowed to consume it due to its high caffeine content. Younger adults are also being targeted with the promise of an “old school throwback.”
Source: https://edition.cnn.com/2024/12/29/business/jolt-cola-energy-drink-returns/index.html