Pure Genius Protein shots launch nationwide at Target stores, online

Pure Genius Protein has landed in Target stores nationwide and on Target.com, and the first questions on the sales floor are easy to predict: what is it, where does it go, and how is it different from the powder, shakes or snacks already on the shelf? For Target team members, that makes this more than another celebrity-backed launch. It is a high-frequency wellness item with a simple pitch, a small package and enough nutrition buzz to pull repeat attention in stores with heavy grocery, beverage or fitness traffic.

The product comes in a 3.38-ounce bottle with 23 grams of protein, 100 calories, zero sugar and zero fat. Target’s product pages also list it as gluten-free, TSA approved and free of artificial flavors, sweeteners and dyes. Shoppers can buy 4-packs in Strawberry Guava, Blueberry Lemonade and Pineapple, and Target lists the pack at $16.49, slightly below the $16.79 MSRP cited by the brand. The item is also available through in-store pickup, same-day delivery, shipping and Drive Up, which makes it easy to move through multiple fulfillment paths without changing the basic shelf story.

That shelf story matters because Target already has a broad nutrition and wellness assortment, including a dedicated liquid protein section. Pure Genius sits alongside protein powders, ready-to-drink shakes and other functional beverages, putting it squarely inside a category Target has been using to keep the assortment feeling fresh. The chain’s nutrition page already features brands such as FlavCity, up&up and Clean Simple Eats, a signal that better-for-you products are not a side bet but part of the core merchandising mix.

The brand says the Target rollout follows a strong direct-to-consumer start, with early sellouts helping build momentum before the retail expansion. Pure Genius also says Mel Robbins joined the company in early 2025 and helped build a scientific advisory team focused on nutrition, longevity, weight loss and hormonal health. Coverage of the launch has put the brand’s sales at more than $1 million since its January debut, a number that helps explain why a national retailer gave it shelf space.

For guests, the likely buyer is the shopper who wants protein without carrying a shaker bottle or making a full meal out of it. For Target, the launch is another example of how a compact item can become a traffic driver when the branding is clear, the benefits are easy to explain and the placement is obvious.