Creating a caffeine gummy brand: FocusFuel
The candy brand recently debuted Cola and Citrus Yuzu flavors.
Courtesy of Focus Fuel
FocusFuel, an emerging caffeine gummy brand with a health-first approach, uses clean, plant-based caffeine from guarana and green tea, and a brain-boosting formula designed to support mental clarity and sustained energy, the brand says.
With the recent release of a new Cola flavor, the brand is hitting a sweet spot with snackers and energizers alike. We connected with Daniel Herz, co-founder, to learn more.
Liz Parker Kuhn: How did you come up with the idea for FocusFuel?
Daniel Herz: As a father of two young children, I’ve always been looking for a caffeine product that was quick, healthy, and kept me energized throughout the day. All of us at FocusFuel come from a sports and gaming background, where we would frequently see brands partner with different energy products. My colleagues and I were often uncomfortable promoting soda and energy drinks because of their sugar and other unhealthy ingredients, and realized there was an opportunity to create a health-forward, portable product that would deliver the caffeine boost we were looking for. FocusFuel Gummies were designed to meet this need. Our mission is to ignite the spirits of creators, innovators, and dreamers alike, helping them pursue their passions with unbridled energy and focus.
LPK: What kind of caffeine does the gummy have?
DH: FocusFuel Gummies use 100% natural caffeine sourced from a balanced blend of guarana and green tea. FocusFuel doesn’t give people your typical "energy spike"—it’s a clean, smooth boost carefully crafted to optimize both physical and mental performance. FocusFuel is also vegan, gluten-free, non-GMO, and free from artificial sweeteners or flavors.
LPK: Can you speak a bit about its “brain-boosting formula”?
DH: Our brain-boosting formula allows FocusFuel to support cognitive performance, not just energy levels. Our natural caffeine blend is known to help with mental clarity, focus, and reaction time. We designed it to fuel both our customers’ minds and bodies, helping them stay alert and sharp whether they are working, training, or just tackling a busy day. It’s a holistic approach to energy that goes beyond just feeling awake.
LPK: What flavors is the candy available in?
DH: Right now, FocusFuel is available in fan favorite flavors like Blue Razzberry Lemonade and Tropical Punch, and we just launched two new exclusive flavors: Cola and Citrus Yuzu. We also offer Watermelon, Peach, Green Apple, and Strawberry Lemonade.
LPK: How did the brand attract celebrity investors like actor and singer Shay Mooney?
DH: At FocusFuel, we only partner with investors who believe in our brand and actually use and love our product. We also like to partner with individuals who embody the multifaceted identities of our consumers, and Shay does just this. As one of the most popular country artists, Shay wanted to partner with a brand that could support his active lifestyle, giving him the daily energy boost he needs without compromising on quality or ingredients. Similarly, one of our other notable investors, NBA star Grant Williams, uses FocusFuel to balance the demands of professional basketball with a commitment to healthy living.
LPK: What’s new for the brand for 2025?
DH: Following a strong 2024, FocusFuel is continuing to grow both online and in retail. Our main goal is to get FocusFuel into the hands of as many customers as possible, wherever they shop. We're scaling our direct-to-consumer efforts through Amazon and our website, partnering with influencers who bring real value to their communities. On the retail front, we’re building on the momentum of our national launch with GNC by expanding into new channels including grocery, convenience, and specialty stores through 2025.
Related: Awake Chocolate debuts caffeinated dark chocolate variety pack
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