FocusFuel’s new Assassin’s Creed Shadows gummies come with in-game loot

Energy brand FocusFuel has announced a partnership with GNC to bring Assassin's Creed Shadows gummies to stores across the U.S.

The new caffeine gummies are inspired by the upcoming Assassin’s Creed Shadows game in terms of the citrus-yuzu flavor, according to the announcement. Folks who purchase a pack of these gummies can also get an Assassin’s Creed Shadows code. Redeeming this code results in a FocusFuel-inspired naginata plus a currency pack. A naginata is a Japanese bladed weapon.

Each FocusFuel Citrus Yuzu pack costs $5.49 and contains six gummies. According to the announcement, this is equivalent to three cups of coffee.

For a bit of background, FocusFuel launched its direct-to-consumer strategy back in January 2024. Since then, the company has sold over 1.75 gummies and reached more than 40,000 customers. The company targets on-the-go lifestyles and its gummies use "a balanced blend of natural caffeine from guarana and green tea" plus a "brain-boosting formula of Nootropics."

Daniel Herz, the CEO and co-founder of FocusFuel, said that the partnership with GNC is a major milestone as his company celebrates its one-year anniversary. The collaboration with Ubisoft is also exciting.

"Our collaboration with Ubisoft adds another layer of excitement, connecting us to the gaming community and fueling Assassin's Creed Shadows players' first steps into feudal Japan," Herz said.

Mark Butera, the vice president of merchandising, chimed in as well. He described FocusFuel's partnership with GNC as an important step in redefining wellness for modern lifestyles.

"FocusFuel aligns with our mission to deliver innovative, high-quality products that help our customers achieve their goals, whether they’re in the gym, at work, or gaming," Butera explained. "We’re thrilled to bring this one-of-a-kind offering to GNC stores nationwide."

That's all for now. At the time of publishing this article, Assassin's Creed Shadows is slated to launch on March 20. Stick around on esports.gg for more news and updates.