Mel Robbins’ Pure Genius Protein shots have now found their first nationwide retailer in Target Corp.
Speaking from Detroit during her nationwide “Let Them” tour, Robbins shared with WWD that since launching in January, the Pure Genius Protein brand has already surpassed $1 million in sales and has consistently sold out.
“We’ve sold out of product three times already, and it’s been a whirlwind,” Robbins noted. She is a lawyer, podcast host, and author of “The Let Them Theory.”
“I didn’t even do a full promotional push because I wanted the trust of medical and scientific advisors driving people to try it. I aimed to solve a personal problem: how to make high-quality, low-calorie protein both tasty and accessible. I’m thrilled with the positive reception.”
The brand’s entry into Target signifies an exciting new chapter for Robbins, a co-founder of Pure Genius Protein.
“It feels surreal,” Merritt shared about the launch at Target. “Shopping there has been a part of my life as a busy mom of two, who has raised them through college. I always discover such interesting things there, and they have a unique way of introducing new brands.”
Each Pure Genius Protein shot offers 23 grams of protein in a 3.38 oz bottle and was crafted by a team of scientific and nutritional experts. With only 100 calories, zero sugar, and zero fat, these gluten-free shots will be available at Target in a four-pack for $16.79, featuring three flavors: strawberry guava, blueberry lemonade, and pineapple.
“We couldn’t be more excited to collaborate with Mel and welcome Pure Genius Protein to Target,” said Amanda Nusz, Target’s Senior Vice President of Merchandising for Essentials and Beauty. “We align with Mel’s mission to provide busy families with easy and effective solutions for everyday wellness. Pure Genius Protein delivers the quality and convenience our guests expect from Target.”
The scientific advisory board for Pure Genius Protein includes distinguished experts such as Dr. Dawn Mussallem, a double-board-certified lifestyle medicine and integrative oncologist; Dr. Amy Shah, a double-board-certified physician; Dr. Betsy Grunch, a board-certified neurosurgeon; Dr. Jeff Karp, a professor and pioneer in biomedical innovation; and Dr. Rocio Salas-Whalen, a board-certified endocrinologist and specialist in obesity medicine.
Also joining the team is Lucia Aronica, an adjunct professor at Stanford University School of Medicine, specializing in epigenetics and nutrigenomics.
