Mel Robbins Launches Pure Genius Protein at Target: A Convenient Solution for On-the-Go Nutrition
Mel Robbins, author of The Let Them Theory and host of The Mel Robbins Podcast, has co-founded Pure Genius Protein, a new brand of ready-to-drink protein shots now available at Target stores nationwide and on Target.com. The launch marks a significant expansion of Target’s wellness assortment, offering consumers a convenient, high-protein option designed for busy lifestyles.
Each 3-oz shot delivers 23 grams of protein with zero sugar, zero fat, and no artificial flavors or sweeteners. The product is plant-based and contains 100 calories per serving. Pure Genius Protein is offered in three fruit-forward flavors: Blueberry Lemonade, Strawberry Guava, and Pineapple.
Robbins developed the brand in response to personal challenges with meeting daily protein needs amid a hectic schedule. She noted that while experts frequently emphasize the importance of protein—particularly for women—finding a practical, on-the-go solution proved tough. “I wanted to be part of a solution that didn’t exist yet for busy families trying to make healthy choices on the go,” Robbins said in a recent interview.
The product was developed with input from medical, scientific, and nutritional experts to ensure it meets quality and efficacy standards. Target highlighted the launch as part of its ongoing effort to expand better-for-you choices across its stores and online platform.
Pure Genius Protein is sold in four-packs at Target for $16, with individual bottles also available for purchase online. The brand’s rollout represents one of the latest additions to Target’s growing lineup of functional wellness products aimed at supporting everyday health goals.