If you’ve spent any amount of time on social media over the last year, you’ve probably encountered at least one video from podcaster and self-help guru Mel Robbins. Her book, “The Let Them Theory,” was a massive bestseller in 2025 with 9+ million copies sold in its first 12 months.
According to Robbins’ online bio, she is “one of the most respected experts in mindset, life improvement, and behavior change.”
Now, she’s leveraging that authority to move into the consumer packaged goods space. It’s a logical next step — feeling good about yourself involves taking care of your physical needs just as much as your mental ones. And her newest partner in that journey is none other than Target.
Mel Robbins and Pure Genius Protein
In early 2024, Giacomo Zacchia launched Pure Genius Protein.
The 3.38 ounce shots were based on whey protein nips that are popular with professional athletes and trainers across Europe.
“Nothing like it existed in the United States,” Zacchia, who was born in Italy, writes on the company’s website. So he teamed with RP Strength, a leading nutritional science company, to develop a similar product that would be perfect for serious athletes and bodybuilders.
When Robbins joined the team several months later, the company shifted its focus from hardcore competitors to consumers of all stripes.
“[Pure Genius Protein] isn’t about chasing a trend,” Robbins said in a statement at the time. “It’s about making it easier for people to prioritize their health, particularly women. If you’re busy taking care of everyone else, you’re probably not doing the best job taking care of yourself.”
With 23 grams of protein, the shots certainly are an easy way to meet nutritional goals. And with Pure Genius Protein’s new partnership with Target, accessing the shots also just got a whole lot easier.
Pure Genius Protein partners with Target
In April, Target announced that it would become “the first retailer to bring Pure Genius Protein to consumers.” Previously, Pure Genius Protein shots could only be purchased online via direct-to-consumer channels.
“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,” Robbins said in a statement. “This is a huge step for our brand in bringing better-for-you options to more people nationwide.”
The partnership brings all three of Pure Genius’ existing flavors — Blueberry Lemonade, Strawberry Guava, and Pineapple — to the retailers. Shoppers can pick up a four-pack of their favorite flavor for just $16.49.
More retail:
- Aldi shifts gears to win over health-conscious shoppers
- Pizza Hut launches generous new offer to win back customers
- Disney has good pricing news for families
For Target, expanding its wellness offerings is a top priority.
“When we think about driving more trips and deeper relationships, health and wellness is another space that’s critically important,” Target Chief Merchandising Officer Cara Sylvester said during the company’s Q4 FY2025 earnings call. “Already, 70% of our guests are shopping wellness categories at Target. This year, we’re expanding our assortment with thousands of new items and more exclusives than ever before.”
In January, the retailer announced it would be expanding its wellness assortment by 30%, adding thousands of new items to its shelves.
“We’re bringing even more newness and value by adding some of the most trusted, relevant and inspiring brands across our assortment,” Lisa Roath, Target’s chief merchandising officer of food, essentials and beauty, said. “Our goal is to make wellness really accessible – fun, easy, affordable and personalized – so consumers can focus on building routines that help them look and feel their best.”
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The U.S. is experiencing a protein boom
With the rise of GLP-1 diet drugs, the demand for protein has exploded over the last several years.
Here at TheStreet, we’ve covered the way that’s played out at restaurants like Cava and McDonald’s. But the trend isn’t just limited to fast-casual chains: it’s also playing out in the consumer packaged goods space.
“The rise of GLP-1 medications is a huge moment for the CPG industry,” Circana Global Vice President Sally Lyons Wyatt said in a 2025 study on the impact of GLP-1s in the food and drink industry. “Our research shows shopper priorities are evolving quickly and dramatically.”
A 2025 Food Policy paper reflected that assessment, finding that GLP-1 medications had increased consumers’ willingness to pay for protein goods and decreased their price sensitivity towards many protein-packed items.
Another study released by the International Food Information Council found that 70% of Americans prioritized consuming protein in 2025, making a “high protein” diet the most popular diet trend of the year.
“Insights from the 2025 IFIC Food & Health Survey reveal the rise of protein in recent years,” the report said. “For the first time, “good source of protein” tops the list of criteria that Americans use to define a healthy food. For the third straight year, a “high protein diet” is the most common eating pattern that Americans are following. For the fifth straight year, protein is the nutrient that most Americans say they are trying to consume.”
As Target continues to position itself as a wellness destination, partnerships like this one with Pure Genius Protein become something of a necessity. By aligning with a trusted voice like Robbins’, the retailer is able to meet the increased demand with authority, giving it a competitive edge over competitors like Walmart.
Pure Genius Protein fast facts
- Pure Genius Protein shots are 3.38 ounces and come in three flavors Blueberry Lemonade, Strawberry Guava, and Pineapple
- At just 100 calories, the shots contain 23 grams of protein and have no sugar, no fat, and are gluten-free
- Pure Genius Protein shots contain no artificial dyes, flavors, or sweeteners
- The supplements were designed in partnership with RP Strength nutritional scientists
- Pure Genius Protein shots are shelf-stable and a complete source of protein
Source: Pure Genius Protein
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