The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Author and podcaster Mel Robbins has become the co-founder of a new brand, Pure Genius Protein, launching in the US with its first product: a protein shot designed for busy consumers.

The product is claimed to be the first of its kind, offering 23g of complete protein in a 3.38 oz bottle. It aims to provide a convenient option for consumers dealing with busy schedules, travel, long shifts, low-appetite days, workouts to fuel, and ‘everything in between’.

Each shot contains 100kcal, zero sugar and zero fat. Developed in collaboration with a team of doctors, the shots are also lactose- and gluten-free, with no artificial flavours or sweeteners.

According to the brand, they offer a ‘fruit-forward flavour that tastes like juice with zero chalkiness’. The shots are available in three flavours: Blueberry Lemonade, Strawberry Guava, and Pineapple.

Robbins was inspired to develop the range after repeatedly hearing about the importance of protein for strength, healthy ageing, energy, weight loss and hormonal balance from medical and nutrition experts on her podcast – though experts told her that most women are under-eating protein by around 50%.

Her goal was to create a new solution for protein consumption that did not involve ‘chalky’ shakes, dense bars, oversized bottles or complicated routines.

Robbins said she was deeply involved in all stages of product development, alongside handpicking the founding scientific advisory team, which includes physicians specialising in nutrition, longevity, weight loss and hormonal health.

Commenting on the launch, she said: “This isn't about chasing a trend. It's about making it easier for people to prioritise 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.”

She said that protein “isn’t just for athletes, it’s for everyone,” adding: “I wish I had had Pure Genius Protein shots when my dad was recovering from brain surgery and had trouble choking down the 16 oz shakes he was being asked to drink”.

“Now that it's available, I am so excited for everyone to have it, especially those who are working parents, first responders on 12-hour shifts with no time to stop and eat, those on GLP-1s who have no appetite and need protein to maintain muscle, caregivers with no time to cook, and anyone on the go who is trying to eat healthier and get more protein.”

The brand has now officially launched its protein shot range, initially online, with retail expansion set to take place later in the year.