We are gathered together to celebrate three lives cut short. Earlier this week, GHOST’s CEO Dan Lourenco took to Twitter to announce that the long-standing partnership between GHOST and Mondelēz was coming to an end—immediately. As of now, GHOST isn’t producing any more of their many Mondelēz-branded products, including three wildly popular GHOST energy drinks. Unfortunately, we have to say goodbye to GHOST’s Sour Patch Kids Redberry, Sour Patch Kids Blue Raspberry, and Swedish Fish energy drinks.
How many products are being discontinued?
In addition to the already-mentioned trio of GHOST Energy flavors, this development also means the death of many of GHOST’s popular licensed health supplements. GHOST produced whey protein powders based on OREO (plus OREO Mint), Chips Ahoy, and Nutter Butter; GHOST also had a few BCAA powders based on Sour Patch Kids. (GHOST also released a few Hydration drinks based on Sour Patch Kids last year, but those were already phased out with the recent revamp of the GHOST Hydration line.)
Why is this really happening?
We’re not privy to the conversations that happen inside boardrooms, but here’s what we know: Keurig Dr Pepper recently purchased a controlling stake (60%) in GHOST to the tune of nearly a billion dollars. Based on a recent lawsuit filed by Mondelēz, it appears there was a clause in their licensing contract that nullified the entire deal immediately following any acquisition. Does purchasing 60% of a company qualify as an “acquisition?” I’m not a lawyer.
It sounds like GHOST was hoping to retain the licenses and negotiate how to move forward knowing that KDP is contracted to purchase the remaining 40% of the company in 2028. Whether Mondelēz was holding out for more money or they just don’t like playing nice with Keurig Dr Pepper, we’ll never know.
What about GHOST’s other candy flavors?
Remain calm, candy-flavored-beverage fanatics. GHOST’s trio of Warheads energy flavors is safe; Warheads is owned by Impact Confections. And, while this hasn’t been confirmed by the brand, the rumored return of their absolutely amazing Bubblicious bubble gum energy flavors later this year also wouldn’t be affected since Bubblicious was acquired by Perfetti Van Melle from Mondelēz a few years ago.
Is there any chance these flavors could return?
Technically, yes! There is precedent for licensed candy-flavored energy drinks returning under new names—but it’s pretty goofy. Earlier this year, two very popular flavors of C4 Performance Energy shed their licensed names but stayed on shelves. C4’s take on Skittles became “Cosmic Rainbow,” while their take on the best Starburst (pink, duh) became “Strawberry Splash.” If you squint, the can designs are basically the same. That said, considering these discontinuations are coming right alongside a breach of contract lawsuit, GHOST might want to avoid cute little tricks for a while.
