Energy drink brand G FUEL announced Friday the launch of a new product line called “G FUEL Energy + Protein Formula,” which, as the name suggests, combines “caffeine and metabolism-boosting protein” in powder form, according to the announcement.
As part of its marketing strategy for the new product, the company claims that G FUEL Energy + Protein Formula contains 0 sugar, 100 calories or less per serving, 15 g of whey protein, 140 mg of caffeine, and 1000 mg taurine and will initially come in three flavors: “Chocolate, Café Mocha, and French Vanilla Latte.”
With this new energy and protein drink, G FUEL targets consumers looking for a “burst of energy” throughout the day referencing a “typical crash,” which is usually caused by malnutrition or the consumption of foods with a high glycemic index, or preparing for exercise as occasions for having its product. The new product will be sold in 20-serving gusset bags (MSRB $39.99 USD).
G FUEL is a brand of West Babylon, New York-based company Gamma Labs. In November 2023, the company secured an “eight-figure cash investment” from Kingswood Capital Management and First Bev. Following that investment, Bryan Crowley was appointed as the company’s new CEO.
This new product category falls in line with what Bob Nakasone, managing director at First Bev, said at the time, following his company’s investment: “We look forward to partnering with Bryan and G Fuel’s leadership team to help expand this business. There’s still so much untapped potential, both for the category and the brand itself.”
G FUEL is one of the top energy drink brands in esports and gaming, and has partnered with a number of content creators, stakeholders, and IPs over the years including Call of Duty League, Ninja, NoisyButters, PewDiePie, Mikal Bridges, Michael Dickson, Activision Blizzard, SEGA of America, Capcom, Electronic Arts, Bethesda Game Studios, Warner Bros., VIZ Media, Crunchyroll, Toei Animation, Rare Ltd., Disney, Sony Pictures, The Tetris Company, and Bandai Namco Entertainment, among others.
Disclosure: A company representing G FUEL sent a box containing promotional items including a cup, a t-shirt, and the three new flavors (value at under $100). Please read our policy on gifts and promotional items in our mission statement.