Mel Robbins’ Pure Genius Protein launching in Target

NEW YORK —  Pure Genius Protein, the pocket-sized, high-quality protein shot co-founded by Mel Robbins, today announced its nationwide launch at Target, marking a major milestone in the brand’s rapid growth. Beginning this month, Pure Genius Protein will be available in Target stores nationwide and on Target.com, marking the first time the brand will be available in a national retailer.

 "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 – I'm so thrilled that it's now available to millions of people in a place they already love to shop," said Mel Robbins, co-founder of Pure Genius Protein. "This is a huge step for our brand in bringing better-for-you options to more people nationwide." 

When Pure Genius Protein launched in January 2026, it surpassed a million dollars in sales, immediately sold out, and has since sold out four more times over the last three months. Its expansion into Target marks a significant next chapter and reinforces Pure Genius Protein’s position as a standout in the functional beverage space, highlighting a growing consumer demand for easier ways to consume protein on the go.

Pure Genius Protein is a protein shot containing 23 grams of high-quality, complete protein in a TSA-friendly 3.38 oz bottle designed for busy schedules, travel, long shifts, low-appetite days, fueling workouts, and everything in between. Developed with a team of leading medical, scientific and nutritional experts, Pure Genius Protein Shots are 100 calories, have zero sugar and zero fat, and are gluten-free, with a delicious fruit-forward flavor, zero chalkiness and no artificial flavors, dyes, or sweeteners. 

Target shoppers can find Pure Genius Protein on shelves and online in a convenient 4-pack format (MSRP: $16.79) in three signature flavors: Strawberry Guava, Blueberry Lemonade, and Pineapple.