Next Level: G Fuel Brings BFY to Gaming Snacks With Protein Puffs Launch

G Fuel has long focused on selling better-for-you alternatives to mainstream energy drinks through its gamer-centric branding. Now, the company is looking to trade on its authentic reputation in the gaming community by applying that same focus to snacks with its first food product: G Fuel Protein Puffs.

Available in a single White Cheddar flavor, the puffs contain 17 grams of protein and just 3 grams of carbohydrates per 1 oz. bag. The snacks are available online direct-to-consumer for $10.99 per 3-pack or up to $35.99 for a 12-pack.

A press release last week indicated that the puffs are only available while supplies last, but G Fuel COO Jack LoParco told NOSH the product is one of several food and beverage innovations in the works that will further extend G Fuel’s presence into new categories.

While protein puffs are far from a new product format – options on the market range from standard nacho-flavored Cheetos alternatives to organic chickpea puffs – G Fuel’s credibility with gaming and pop culture aims to convert a new audience to the space.

Around three-quarters of U.S. households have at least one gamer and as of 2020 the Entertainment Software Association reported 64% of American adults and 70% of people under 18 play games. As LoParco pointed out, that is more than the percent of U.S. adults who drink alcohol.

“I always find that the misconception of marketing is that they treat gamers like different people, like it’s a subclass of people,” LoParco said. “Like myself, I start off every day working out in the morning, I play video games at night when I’m not working… when we look at the gamer we just look at them as ordinary people.”

But if you google “best gamer snacks,” you’ll find no shortage of lists recommending indulgences most often associated with an older stereotype of gamers as slackers: Cheetos, nachos, beef jerky, pizza, etc. And there’s been little to no healthy snacks marketed directly towards gaming culture.

While it may be a stereotype, LoParco said that consumer studies back up the belief that most players aren’t making the healthiest snacking choices during their gaming sessions. G Fuel, he believes, could be uniquely positioned to change that.

Founded in 2012, the brand has built a cult following within the gaming community through its integrated marketing and co-branding partnerships with properties such as Marvel, Sonic the Hedgehog, Dragonball Z, Naruto and more. As well, G Fuel founder and CEO Cliff Morgan has himself become a figure in the gaming community, appearing on Twitch streams and regularly integrating himself into the brand’s storytelling.

The company has continued to connect with new audiences through its brand partnerships, including its latest collaboration with Neopets, a gaming site founded in 1999 that at its height had over 25 million daily users. Though that number had plummeted to around 100,000 players by 2020, the game was spun out as an independent company earlier this year and has now mounted a campaign to regrow its business.

Initially introduced as a San Diego Comic Con exclusive, G Fuel launched its limited edition Neopets energy powders and accessories online this month; LoParco said the nostalgia-factor for millennial consumers led the products to nearly sell out within 24 hours. While it may be a more obscure collaboration than, say, G Fuel’s Pac-Man themed Cherry Lollipop energy drink, the Neopets products are a prime example of the brand’s ability to micro target niches within a niche.

“I won’t let our team take on a project if there’s not a good marketing plan, and if we don’t have a subject matter expert in-house to help run it,” he said. “When we look to launch anything, we don’t want to just slap the label on it. We really want to work in the lore, the way the game or the IP works. We just don’t want to say ‘Okay, here’s a product, we’re trying to cash out.’ It’s all about how authentic you make it for the audience.”

Looking ahead, G Fuel will have additional innovations rolling out this year, including co-branded products with properties like The Witcher and Mortal Kombat in Q4, LoParco said.

The company is also looking to expand its team to support its all-around growth, including additional retail expansion. LoParco said that G Fuel’s drinks have near-nationwide distribution coverage and the brand has been focused on selling into accounts like Kroger, Walmart and Target alongside media and lifestyle stores like FYE, Hot Topic and Spencer’s Gifts.

G Fuel is also looking to expand its convenience channel business, he added, noting it is already in chains such as Sheetz and QuikTrip.

Though the Protein Puffs will remain an online exclusive for now, LoParco said that a retail launch for snacks could come in the future as G Fuel aims to become an overall “nutrition company” for gamers and pop culture lovers.

“We are slowly approaching the eclipse where I think in 2024 retail will probably be bigger than our online business,” LoParco said. “Which is pretty cool.”