Mel Robbins, the Golden Globe-nominated host of The Mel Robbins Podcast and author of the bestselling book The Let Them Theory, has built a global following by helping people make meaningful changes in their everyday lives. Now, she’s bringing her practical approach to wellness as co-founder of Pure Genius Protein, a new brand designed to make getting high-quality protein easier while on the go. As the first retailer to bring Pure Genius Protein to consumers, we’re continuing to expand our wellness assortment with the better-for-you choices consumers are looking for, and Pure Genius Protein is one of the latest brands to join that lineup.
Developed with medical, scientific, and nutritional expert input, Pure Genius Protein packs 23 grams of protein into a compact 3-oz shot with zero sugar, zero fat, and no artificial flavors or sweeteners. The brand is now available at Target stores nationwide and on Target.com in three fruit-forward flavors — Blueberry Lemonade, Strawberry Guava and Pineapple.
We caught up with Mel to learn more about Pure Genius Protein, how the brand came to life and what guests can look forward to discovering at Target.
What inspired you to launch Pure Genius Protein?
A lot of advice sounds great in theory, but it only matters if you can actually apply it in real life. I kept hearing from medical experts about how important protein is, especially for women, but I struggled to find an option that was easy, convenient and fit into a busy schedule. Pure Genius Protein came from that challenge. I wanted to be part of a solution that didn’t exist yet for busy families trying to make healthy choices on the go.
How does the brand reflect your approach to helping people build healthier habits?
It’s all about making it feel easy, fun and joyful to reach for something that’s good for you. I’m obsessed with helping people find simple ways to apply scientific advice in everyday life, and I wanted to create something that makes getting enough protein and supporting your wellness goals feel more accessible. Pure Genius Protein is designed to make it easy to get more protein in less calories on the go whether you’re headed to work, traveling, juggling family life, recovering from surgery or after a workout.
What mattered most to you as you developed Pure Genius Protein?
Trust mattered most. I knew from the beginning that if I was going to create something in the wellness space, it had to be grounded in real expertise. I hand-picked and recruited every one of our scientific advisors, including Dr. Amy Shah, M.D., who’s triple-board-certified with degrees in immunology and nutrition, because it mattered to me that people in clinical practice would be excited about and recommend this product. I also cared a lot about the branding. The bright colors on the bottles are meant to feel energizing and fun, and the light bulb icon represents a great idea, which ties back to the name Pure Genius. I wanted people to feel like a genius for grabbing something that is high quality and low calorie, tastes great, solves a problem simply and is backed by experts they can trust.
What makes Target and Pure Genius Protein a good match?
I’ve been a Target shopper since 2001. My daughter jokes that “going to Target on Saturdays was my mom’s favorite hobby as we were growing up.” When you go to Target you feel like you’re going to discover something that makes you happy and that you don’t know how you lived without. I want Pure Genius Protein to be where people are already shopping for the things they love, because that makes it simple and easy to try the product. It’s all about accessibility, and Target is the perfect place to introduce this awesome product to more people.
What’s always in your Target cart?
I cannot walk into a Target without heading straight to the Hearth & Hand with Magnolia section. I love walking through the pergola and I really appreciate it being there so I can spot it in whatever Target I am in. I also love Boots & Barkley pet products because everything they make is so cool. I have raised my kids with Target, as my daughter said we were there every weekend, and it has grown with me through every phase of life. From being a young mom, moving my three kids to college, and now as an empty-nester, Target is there helping me make healthier choices as my body and hormones change.
