A controversial energy drink is making a comeback 40 years later – now with triple the caffeine content
A beloved but controversial energy drink will soon hit shelves with three times the caffeine content of 40 years ago.
Jolt Cola was first introduced in the 1980s, decades before Red Bull and Monster, and was considered the first modern energy drink.
However, the caffeine content was high for the time, about 72 milligrams, just over double that of a normal can of Coca-Cola.
As a result, many parents forbade their children to consume them.
Now, however, energy drinks usually contain about 150 mg to 350 mg of caffeine per can.
According to the Food and Drug Administration, the maximum amount of caffeine that healthy adults should consume in one day is 400 mg.
The new drink will fall somewhere in the middle, with 200 mg of caffeine per 16 oz can.
It will also contain a number of new ingredients, including nootropics for focus, B vitamins and a metabolism booster that is non-stimulant, Food Drive reported.
A Jolt Cola from the 1980s contained about 72 milligrams of caffeine
It will also be available in the form of ‘ready-to-use pre-workout’ and ‘energy shot’.
The long-awaited return of Jolt Cola is expected early next year, but an official release date has not yet been set.
It will be rolled out as a partnership between Jolt and sports supplement brand RedCon1.
The partnership will aim to “merge the legendary brand recognition of JOLT with the modern, energetic lifestyle image of RedCon1,” according to the press release.
Jolt said it wants to combine nostalgia for the drink with innovation to reach “a new generation of customers” in a “best of both worlds” decision.
“This product holds a special place in the hearts of many, and we strive to preserve its original essence while improving it for today’s customers,” Aaron Singerman, founder of Redcon1, told Food Drive.
‘We consider it a kind of Coke Zero. People are going to drink it and say, ‘Wow, this tastes great,’ and they’re not even thinking about the energy factor.”
‘Jolt Cola is more than just a product; it’s a piece of history,” Nick Manzo, senior director of Jolt’s licensing agency, IMG, said in the release.
Jolt Cola was first introduced in the 1980s, decades before Red Bull and Monster
The new version will be rolled out as a partnership between Jolt and RedCon1
“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.”
The founder of Jolt Cola filed for bankruptcy in 2009, and although the drink returned briefly in 2017, it was not widely distributed.