An emerging energy brand is making its debut in national retail as its caffeine gummies become available in 2,000 GNC locations. FocusFuel, which recently celebrated its first anniversary, is introducing a special edition flavor inspired by the upcoming Assassin’s Creed Shadows game. The new Citrus Yuzu variety is part of a collaborative effort with Ubisoft that ties the product launch to the video game’s release scheduled for March 20.

The innovative product offers a portable energy boost in the form of six gummies, each pack delivering an energy equivalent to roughly three cups of coffee. Priced at $5.49, the gummies incorporate natural caffeine sourced from guarana and green tea along with nootropic ingredients to promote mental focus and physical endurance. In addition to the energy benefits, each pack contains a redeemable code that unlocks an exclusive in-game cosmetic item—a FocusFuel-themed naginata—and an accompanying currency pack, enhancing the gaming experience for players of Assassin’s Creed Shadows.

The collaboration with GNC, a well-known leader in health and wellness retail, is seen as a strategic move for FocusFuel as it expands its market presence beyond direct-to-consumer sales. Since launching in January 2024, the brand has experienced rapid growth, with sales surpassing 1.75 million gummies and a customer base exceeding 40,000. The product has attracted attention from professional athletes, musicians, and popular gaming personalities, which has helped build its reputation as a convenient and health-conscious energy solution.

This retail rollout marks a significant step for FocusFuel as it seeks to cater to consumers with dynamic lifestyles, from fitness enthusiasts to avid gamers. The introduction of the Assassin’s Creed Shadows-themed flavor highlights a commitment to innovation and cross-industry partnerships that merge wellness with digital entertainment.