What Pure Genius Protein does

Pure Genius Protein (legal entity Pure Genius AS LLC, headquartered at 15 Riverside Avenue, Westport, CT) is a privately held, founder-led CPG brand that develops and sells a single product category: pocket-sized, ready-to-drink protein shots delivering 23 grams of complete protein in a 3.38 fl oz bottle. The formulation is built on a proprietary 2:1 blend of European-sourced whey protein isolate enriched in Beta-Lactoglobulin and hydrolyzed bovine collagen peptides (3,000-6,000 Da), with amino acid fortification designed to target the FAO 2013 high-quality protein pattern. Each serving delivers approximately 2.4g of leucine, 100 calories, zero sugar, and zero fat, and is manufactured in FSSC 22000-certified facilities with third-party batch testing by Light Labs. The product is offered in five flavors (Watermelon Berry, Lemon Lime, Blueberry Lemonade, Strawberry Guava, Pineapple) and positioned for busy professionals, GLP-1 medication users, fitness-oriented consumers, and women seeking to close a daily protein gap.

The business model is multi-channel consumer retail with a subscription overlay. The company sells 12-packs at $48 on its direct e-commerce site (puregeniusprotein.com) with a 15-25% Subscribe & Save program on 30/45/60-day cadences, free shipping over $50, and a 30-day money-back guarantee; a 4-pack format is sold at $16.49-$16.79 MSRP through Target stores nationwide and Target.com (the first national retail partnership, April 2026) and on Amazon. A wholesale program restricted to U.S. brick-and-mortar retailers supplements the DTC and big-box retail footprint. The brand is co-founded by Mel Robbins (podcast host, author, 40M social followers) and Giacomo Zacchia (formerly an operating partner at Night Media), and is supported by a seven-physician scientific advisory board spanning nutrition, endocrinology/GLP-1 medicine, longevity, and lifestyle medicine. The company reported over $1M in sales and 4-5 sellouts within the first three months following its January 2026 public rebrand and launch.

Name

Pure Genius Protein

Legal name

Pure Genius AS LLC

Website

https://puregeniusprotein.com

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

11–50 employees

Short description

Pure Genius Protein is a privately held CPG brand selling pocket-sized, 3.38 fl oz ready-to-drink protein shots with 23g of complete protein per serving, distributed via DTC, Target nationwide, and Amazon to health-conscious consumers, fitness users, and GLP-1 patients.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Dairy Product Manufacturing (3115)

SIC

Beverages (2080), Dairy Products (2020)

akta.pro primary industry

Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk) (AFAHAIAD)

Keywords

• Ready-to-drink protein
• Protein supplements
• Nutritional beverages
• Collagen peptides
• Protein shots

Headquarters

HQ city

Westport

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct-to-Consumer Online Sales: Products sold through puregeniusprotein.com with subscription and one-time purchase options. 12-pack of protein shots at $48 with subscription discounts providing up to 25% savings. Free shipping on orders over $50.
2. Retail Partnership Sales: Products sold through Target stores nationwide and Target.com as the first national retail partnership. Also available through Amazon. 4-pack format at $16.49-$16.79 MSRP.
3. Wholesale Distribution: Wholesale customer program for brick-and-mortar retail resale within the United States. Buyer must be approved and can only sell through authorized physical retail locations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Pure Genius Protein manufactures and sells a single, ready-to-drink protein shot delivering 23 grams of complete protein (with all nine essential amino acids) in a pocket-sized 3.38 fl oz bottle containing only 100 calories, zero sugar, and zero fat. The product uses a proprietary 2:1 blend of Beta-Lactoglobulin whey protein and hydrolyzed bovine collagen peptides and is sold in five flavors through the brand's own e-commerce site, national retail partners, and online marketplaces.

Product overview

Pure Genius Protein is a single-product nutrition brand offering one core offering: the Pure Genius Protein Shot. The product is a pocket-sized, ready-to-drink protein supplement providing 23 grams of high-quality protein in a 3.38 fl oz bottle with zero sugar, zero fat, and 100 calories. The company uses a 2:1 blend of whey protein (Beta-Lactoglobulin) and bovine collagen peptides, developed with input from a medical advisory board. Products are available in 12-bottle packs at $48 MSRP, sold through direct-to-consumer online channels and national retail partners including Target. The brand offers subscription options with 20% discount and a 30-day money-back guarantee.

Differentiator

Problem solved

Functional benefit

Products and services

• Pure Genius Protein Shot A pocket-sized, ready-to-drink protein shot delivering 23g of complete protein (all nine essential amino acids) in 3.38 fl oz with 100 calories, zero sugar, and zero fat. Sold to health-conscious individual consumers in five flavors (Watermelon Berry, Lemon Lime, Blueberry Lemonade, Strawberry Guava, Pineapple) in 12-pack direct e-commerce bundles and 4-pack retail formats.

Quantifiable outcome

• 23g complete protein with all 9 essential amino acids in 100 calories
• +5 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• TargetcoreChannel Partner/ Reseller/ Distributor · 23 April 2026Pure Genius Protein launched at Target stores nationwide and on Target.com in April 2026, marking the brand's first national retail partnership. The partnership brings all four flavors (Blueberry Lemonade, Strawberry Guava, Pineapple, Lemon Lime) to Target stores nationwide. The deal aligns with Target's strategy to expand its wellness assortment by 30%.
• AmazonminorChannel Partner/ Reseller/ DistributorPure Genius Protein is available through Amazon, providing online marketplace distribution alongside the brand's direct e-commerce channel.
• Light LabscoreTechnology or IntegrationThird-party testing partnership with Light Labs for independent verification of protein content, heavy metals, microplastics, pesticides, contaminants, and gluten. Results published publicly on the brand's Science page and product display pages.
• Scientific Advisory BoardcoreStrategic or Co-development PartnerMedical advisory board including Dr. Amy Shah (double-board certified physician), Dr. Jeff Karp (biomedical innovator with 40,000 citations), Dr. Lucia Aronica (Stanford University), Dr. Betsy Grunch (neurosurgeon), Dr. Rocío Salas-Whalen (endocrinologist/GLP-1 expert), Dr. Dawn Mussallem (lifestyle medicine), and Dr. Judith Joseph (psychiatrist). Advised on formulation development.
• RP StrengthminorStrategic or Co-development PartnerInitial product development collaboration with RP Strength and nutritional scientists for the original Genius Shot product launched March 2025 before brand rebranding to Pure Genius.
• VerifyPassminorGTM or Marketing PartnerCommunity discount verification system providing 20% discount for healthcare workers, teachers, senior citizens (60+) and other eligible groups.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• OWYN (Only What You Need): OWYN produces 32g protein RTD shakes with clean ingredients (no artificial sweeteners). Direct comparable as a premium-positioned RTD protein beverage emphasizing ingredient quality and taste over commodity pricing.
• Koia: Koia is a plant-based protein RTD beverage (18g) sold in retail and DTC. Comparable as a clean-ingredient, lifestyle-positioned RTD protein drink appealing to a similar health-conscious, busy consumer.
• Fairlife Core Power: Fairlife Core Power is a high-protein RTD shake (26g/14oz) with national retail presence. Comparable format (RTD protein beverage), comparable mass-retail distribution, and overlapping health-conscious consumer base.
• Orgain: Orgain makes organic RTD protein shakes (16g) sold nationally in retail and DTC. Comparable as a clean-ingredient, health-positioned RTD protein beverage brand with similar target demographics.
• Iconic Protein: Iconic produces RTD protein drinks and protein waters targeting fitness and active-lifestyle consumers. Comparable as a premium, low-sugar, clean-ingredient RTD protein beverage in the same functional nutrition positioning.
• Muscle Milk: Muscle Milk is a legacy RTD protein shake (40g/11oz) with deep gym and fitness community penetration. Comparable as a high-protein, performance-positioned RTD beverage sharing the bodybuilding and active-lifestyle use case.
• Premier Protein: Premier Protein is the dominant US RTD protein shake (30g protein in 11oz carton). Directly comparable as a shelf-stable protein beverage sold through mass retail and online channels targeting the same active, health-conscious consumer.

Broad incumbents

• Huel: Huel is a global, scaled nutrition-shakes/meal-replacement brand with subscription DTC and retail channels. Comparable as a nutritional beverage brand with subscription-led GTM, broad flavor portfolio, and health-conscious positioning.

Emerging players

• Alo Drink: Alo Drink produces functional wellness beverages including high-protein and gut-health shots (3oz). Comparable as an emerging premium small-format functional beverage brand with overlapping convenience and wellness positioning.
• Ka'Chava: Ka'Chava is a premium plant-based meal-replacement shake with a creator-led GTM and wellness positioning. Comparable on brand-building approach (creator influencer-led), DTC subscription mechanics, and health-conscious consumer targeting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/puregeniusprotein
• Instagraminstagram.com/puregeniusprotein

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pure Genius Protein