Jolt Cola
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| Type | Soft Drink |
|---|---|
| Manufacturer | Wet Planet Beverages |
| Country of origin | United States |
| Introduced | 1985 |
| Discontinued | 2009 |
Jolt Cola was a carbonated soft drink produced by The Jolt Company, Inc. (later known as Wet Planet Beverages). The cola drink was created in 1985 by C. J. Rapp as a highly caffeinated beverage. It was targeted towards students and young professionals, stressing its use as a stimulant in a similar manner as energy drinks. On September 28, 2009, Wet Planet Beverages filed for Chapter 11 bankruptcy after failing to meet the demands from Rexam to fulfill an agreement over buying resealable cans.Emigrant Savings Bank, the main creditor, then acquired the Jolt assets and relaunched the business.
Jolt Cola was a beverage originally made by The Jolt Company, Inc. of Rochester, New York, which changed its name to Wet Planet Beverages. From the outset, Jolt's marketing strategy centered on the caffeine content, billing the drink as a means to promote wakefulness. The initial slogan was "All the sugar and twice the caffeine"; this slogan survived for 24 years. This slogan was changed to "Maximum caffeine, more power".
In the fall of 1987, the company began marketing a low calorie version, called Jolt 25, which was sweetened with a mixture of sugar and NutraSweet (a brand of aspartame), and had 25 calories per 12 US fl oz (350 ml) can. Jolt Cola later diversified into additional flavors named Cherry Bomb, Citrus Climax, Orange Blast, White Lightning (grape), Red Eye, and Electric Blue.
In 2003, the name was licensed to a Hackensack, New Jersey, company named Gumrunners, Inc., which manufactures a line of caffeinated gum and mints bearing the Jolt label and the slogan "Chew More, Do More." The gum comes in two flavors: Spearmint and Icy Mint.
In 2005, Jolt Cola revamped its product line. Jolt Cola changed its logo, and came in "battery bottles" (that resemble the shape of a AA battery) which make a loud popping sound when opened. The cans are 23.5 US fl oz (695 ml) resealable aluminium bottles; the body of the bottle was similar to that of a standard aluminium can, but the top had a twist-off aluminum cap with a plastic gasket liner, and in smaller "Quick Fix" cans (8.5 US fl oz (250 ml) single-use pull-tab aluminium cans, similar to those used for Red Bull) and "battery" cans (16 US fl oz (473 ml) resealable aluminium cans with the same twist-off top as the battery bottles). The Jolt Cola website claimed that the "Quick Fix" sizes were available at establishments that serve "adult beverages," for use as a mixer. The flavors of Jolt offered were also changed. Flavors offered were Cola, Blue Raspberry, Cherry Bomb (cherry cola), Silver (lemon-lime), Wild Grape, Orange Blast, Passionfruit (featuring a yellow can) and Ultra (a diet drink with Splenda as its artificial sweetener alongside guarana, ginseng, taurine, and vitamin B complex).
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