There are a lot of third party fulfillment companies that handle the processing of orders...and there are a lot of third party companies that both manufacture products and also do the fulfillment of those products to individual customers (such as York) and to retail accounts like a Target, Wal-Mart, etc.
No one should expect Fuse to do either the manufacturing or the fulfillment of their products, esp. at this point. They contract a 3rd party company (someone on the board has identified the actual one, I believe) to prepare, package, label and ship Enerjel...
That is a standard business practice by established brands in many industries, so it is not a surprise that a startup is doing it.