Mel Robbins’ Pure Genius Protein shots have secured their first nationwide retailer — Target Corp.
According to Robbins, who spoke to WWD by phone from Detroit, where she was in the middle of her nationwide “Let Them” tour, since launching in January, Pure Genius Protein has surpassed $1 million in sales and immediately sold out.
“We’ve sold out of product three times since then, and it’s been wild,” said Robbins, a lawyer, podcast host and author of “The Let Them Theory.”
“I haven’t even promoted this all out, because I wanted to make sure that the medical and the scientific advisers and the doctors that recommend this were the reason why people trusted trying it. I was trying to solve a problem that I have in my life, which is how to make getting high-quality, low-calorie protein delicious and fun and easy and I am so happy and proud about how it’s been received.”
Its expansion into Target marks a significant next chapter for the brand, of which she is a cofounder.
“It’s a pinch-me moment,” Robbins said of the Target launch. “Shopping at Target has been a part of my life from being a busy mom with two young kids, raising them all the way through college. I always discover things there that just seem cool, and they just have this way of introducing you to brands.”
Pure Genius Protein is a protein shot containing 23 grams of protein in a 3.38 oz bottle. Developed by a team of scientific and nutritional experts, Pure Genius Protein Shots are 100 calories, have zero sugar and zero fat, and are gluten-free. At Target, they will be available in a four-pack format priced at $16.79 in three flavors: strawberry guava, blueberry lemonade and pineapple.
“We couldn’t be more excited to partner with Mel and welcome Pure Genius Protein to Target,” said Amanda Nusz, senior vice president of merchandising, essentials and beauty, Target. “We share a commitment with Mel to delight busy families with easy and effective solutions for everyday life. Pure Genius Protein provides our guests with the convenient, quality and innovative wellness products they expect from Target.”
Pure Genius Protein’s founding scientific advisory team includes Dr. Dawn Mussallem, a double-board-certified lifestyle medicine, integrative oncologist and longevity medicine physician; Dr. Amy Shah, a double-board-certified physician; Dr. Betsy Grunch, a board-certified neurosurgeon; Dr. Jeff Karp, a professor and biomedical innovators, and Dr. Rocio Salas-Whalen, a board-certified endocrinologist.
Also joining the scientific adviser board is Lucia Aronica, an adjunct professor at Stanford University School of Medicine, whose focus is epigenetics and nutrigenomics.
