If getting enough protein feels like the one wellness goal that never quite sticks, Mel Robbins may have a new solution—and it just got a lot easier to try. The brand she cofounded, Pure Genius Protein, has officially landed at Target, bringing its pocket-size, 23-gram protein shots to shelves nationwide.
Whether you discovered Pure Genius Protein through its early sellouts or you’re more familiar with Robbins’s bestselling book, The Let Them Theory, the brand has been picking up steam since its launch at the start of this year. It surpassed a million dollars in sales early on, sold out almost immediately and has done so four more times in the months since.
The brand’s move into Target—and its overall success—feel especially well-timed as GLP-1 medications continue to reshape appetite and drive demand for convenient, easy-to-tolerate protein options. For many users, getting enough protein can become a bit more of a challenge, which makes smaller, more manageable formats like this all the more appealing.
But GLP-1 use isn’t the only case where this format can be helpful. As disclosed on the brand’s product page on Target’s website, these shots were designed for busy schedules, travel, long shifts, low-appetite days and everything in between. Reviewers say they taste more like juice, without the chalky texture that sometimes comes with protein drinks.
You can find the mini shots on Target shelves and on its website in four-packs. They come in three signature flavors (Strawberry Guava, Blueberry Lemonade and Pineapple) and retail for around $17 per pack.
"My mission with Pure Genius Protein is to make it easier for everyone to live a healthier life, and what excites me most about having the product in Target is the accessibility,” says Robbins. “This is a huge step for our brand in bringing better-for-you options to more people nationwide.”
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