No, G FUEL isn’t shutting down.
Since its launch in 2012, the energy drink powder brand has sought to titillate the tastebuds of creators, gamers, and nerds of all kinds–and, to reach those audiences, it’s gone digital, sponsoring dozens of YouTubers, Twitch streamers, and esports pros, in some cases releasing official creator collaboration flavors and shaker cups for added exclusivity.
These days—and despite a mass creator exodus in 2022 after allegations that employees faced a toxic work culture—the DTC brand is pretty much baked into creator culture, with only a couple competitors (including creator-owned, -invested, and -operated Gamer Supps, which is shooting for an evolution involving canned drinks and retail).
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So it sent shockwaves through the ‘net when, on Sept. 2, G FUEL posted what seemed to be an abrupt goodbye.
An unforgettable run. Thank you for the love, the grind, and the memories. ❤️ pic.twitter.com/STnLlIx8TE
— G FUEL® (@GFuelEnergy) September 3, 2025
“After years of shaking things up, fueling the grind, and rewriting the rules, it’s the end of an era,” it tweeted. “It’s been an incredible journey being able to build alongside creators, gamers, streamers, and a community that became family. […] So, to everyone who’s been a part of it thank you, we love you. Logging out.”
The post’s replies filled with shock. Awe. Disappointment. Cheeky jabs. But some people caught on: G FUEL hadn’t said it was shutting down. It said the end of an era, indicating this wasn’t a true somber announcement, but a marketing stunt.
They were right, and overnight, the new era dawned. G FUEL reduxed its website to direct visitors to G FUEL 2.0, a new formula it says addresses complaints about the original being “chalky.”
The face of this brand-wide reformulation is PewDiePie, who’s been a G FUEL Ambassador (with his own flavors, Lingonberry and Yuzu Slash) since January 2019. Shortly after revealing it was not, in fact, closing up shop, G FUEL tweeted a video where PewDiePie tries Lingonberry 2.0 for the first time.
After shaking it up while lamenting “the best drink of all time, how do you make it better?”, PewDiePie takes a sip and quickly changes his tune. “Yeah, it is better,” he says. “Smoother, it’s just a cleaner drink. Feels more…liquid-y. Less chalky, I guess, is what I’m trying to say. Feels like there’s less powder in it, smoother, overall better drinking experience.”
✅ PEWDIEPIE APPROVED
❌ No chalky finish
❌ No fillers
✅ Smoother taste
✅ More antioxidants🔥 The ALL-NEW G FUEL formula is your cheat code! And it’s available NOW.
⚡ https://t.co/XUHKUFUxlG pic.twitter.com/00zu6vSI7t— G FUEL® (@GFuelEnergy) September 4, 2025
On its 2.0 landing page, G FUEL promises the new formula, which is being deployed across its stable of flavors, is indeed less chalky, has no added fillers, and “no settling at the bottom of your shaker!” It also promises the changes are just in texture–the taste is still the same, and it still has 140mg of caffeine per serving. (And for those who miss the chalk, G FUEL says the original formulation is still available.)
As for what non-PewDiePies think, we’ll have to see once this new formula starts shipping into consumers’ hands. We’re also curious if the reformulation spiked sales this week. We wouldn’t be surprised if it did, considering chalkiness was a common complaint among G FUEL dislikers who now may want to give it a second shot, along with die-hard fans who want to, like PewDiePie, see how “perfection” can be improved.
This is the first time G FUEL has tweaked its formula since launch, and it’s likely hoping less chalk will give it the edge over Gamer Supps et al. We’re curious about that too; G FUEL was first to market and has been the sort of ‘default’ energy brand for creators and gamers, but it’s not doing as much week-to-week outreach to digital communities—at least on YouTube. Using data from Gospel Stats, we can see that in the third week of August, G FUEL sponsored a small handful of YouTube videos (including one from PewDiePie), while Gamer Supps sponsored nearly 25.
