Remember that bold slogan “All the sugar and twice the caffeine”? The soda drink that dared to be different back in the 80s is now returning with an exciting twist – it’s no longer going to be a soda.
Back in 1985 Jolt burst onto the scene and quickly became the go-to drink for college students pulling all-nighters and anyone needing that extra push. While other soft drinks were toning down their caffeine content, Jolt proudly went in the opposite direction.
This time around, Jolt Cola, which was formerly pitched as an alternative to Coca-Cola and Pepsi, will now join the competitive energy-drink market alongside Red Bull, Monster, and Celsius.
Redcon1 announced plans to revive Jolt Cola in October, but instead of doing so as a standard soda, the business has chosen to place it in the burgeoning energy drink industry.
“Consumers ultimately decide which brands succeed with their spending. The truth is, we’re witnessing a notable decline in soda consumption,” – said Ryan Monahan, chief marketing officer at Redcon1, to CNN.
According to CNN, Jolt Cola will come in 16-ounce cans and be priced at about $2.50 or $3. Each can will contain 200 milligrams of caffeine, up from around 70 milligrams in a 12-ounce can in 1985.
Jolt Cola will offer a zero-sugar option, and one with added supplements. The company may also produce energy shots, pre-workout drinks, and other goods.
Jolt Cola’s relaunch is actually its third release in the United States. In 2009, the brand’s company filed for bankruptcy but briefly reappeared on Dollar General shelves in 2017, but the chain discontinued it in 2019.