Gamer Grub = Game Fuel = patronizing BS.

Seriously? A product marketed as, "designed for hungry gamers who want to continue playing games while consuming snacks." Well, thank the gods, because I was having a hard time with beer and pretzels. This is going to be about as effective as Mountain Dew's "Game Fuel" shtick was. As in, it's going to backfire immensely.

The thing is, the vast majority of people who are passionate about video games don't identify with the title of "gamer" that was foisted upon them as some kind of mindless mass-marketing demographic. Originally, the term was applied to those that played and enjoyed video games. Now it's twisted into meaning hardcore ravenous 12 year-olds that play Halo all day/every day, screaming bigoted bile into their headsets and generally souring the way many of us other video game players are perceived. To treat all "gamers" as the same is idiotic. The hardcore crowd of FPS players are immensely different from the hardcore puzzle crowd who are different from the hardcore RPG crowd. Even then, many who are fans of those games vary vastly in lifestyles and other hobbies. Being a "gamer" is not a solid demographic. It's like trying to market to "readers."

Jerry Holkin writes over at Penny Arcade,

In the Tom's Hardware interview, we learn that the snack's creator is a "sometime gamer," which is a bizarre turn of phrase. One either plays games or they do not. If they do not play games, but have instead discerned that "gamers" are a discrete "target demo," there's a word for them: carpetbaggers.

A comparison to Mana Potion is instructive: mana potions are magical energy drinks, so an energy drink called a "mana potion" is internally consistent. In the case of Gamer Grub, its twisted progenitor has named each regrettable salvo after both a flavor and a genre, in a suite of tin-eared constructions that I couldn't even parse at first. "Action Pizza" is incoherent. "Sports PB&J" is nonsensical. The words "Strategy Chocolate" go together like caramel and genocide. I'm literally buffeted by these names, psychically assaulted. They are like the ceaseless, apocalyptic horrors of a prophetic dream.
- Source

The Tom's Hardware piece gives us a bit more insight.

but two features will set this snack apart from the chips, pizza, popcorn, and similar snack foods on which gamers are known to subsist: a proprietary mix of vitamins and other supplements, and a unique “delivery system” that will enable one to consume the product in the midst of gaming without leaving one’s fingers, keyboard, and mouse slick with grease.
- Source

So, what does that mean? It's basically snack mix with a vitamin water sprayed on top of it. The "unique delivery system"? It's in a fucking tube so you can grab it and pour snack mix into your mouth. Wow, that sure as fuck is unique. This is like calling a bottle a "unique delivery system." No longer do you have to dip your face into a bucket to enjoy your beer, getting your hair and shirt wet. Enjoy our unique delivery system that pours beer clearly and cleanly into your mouth. (BTW, beer actually was sold in buckets (pails) before the advent of mass bottling and canning)

If you're ever thinking, "wow, sitting on the couch and playing all this GTA IV is really burning up some essential vitamins and nutrients that my body needs to be able to press these buttons as best as I damn well can. I better get some vitamin-enriched snack mix!" then you really need to rethink your idea of essential nutrient intake. Don't patronize shit like this. Go to Whole Foods or wherever, get some of the various snack mix blends they have, dump it into a cup, and throw in some daily vitamins. There you go, you just made Gamer Grub.

The site for Gamer Grub supposedly has a blog with the intent of "don't bend our servers, just tell us how you really feel." I certainly would, but I keep getting an "Error establishing a database connection" message. My guess is that they have heard how many of us feel, and it didn't go over very well.