Custom Protein Brand Arrives at Target

Target has become the exclusive brick-and-mortar retail partner of Gainful, a direct-to-consumer performance nutrition brand known for its custom protein powders. The Gainful assortment at Target ranges from $3.99 to $19.99 in price and comprises 11 SKUs: Protein bases that are whey- or plant-based; Flavor powders in "strawberry cream," "cinnamon toast," "Madagascar vanilla," and "rich chocolate;" Dietary supplement "goal boost" powders to help "get lean," "build muscle" or "recover;" A strawberry lemonade-flavored caffeinated, pre-workout drink mix; and A Target-exclusive, mango-flavored drink mix for hydration. While Gainful.com uses a quiz to personalize protein powders, Target shoppers are encouraged to mix their protein powder of choice with their preferred flavor and goal boost powders to create a custom protein blend. A brand showcase within Target.com plugs the brand as new and only at Target. Multiple social media posts from the brand support the launch. Founded in 2017 and Asian American- and Pacific Islander-owned, Gainful has a larger assortment of drink and protein flavors and other performance nutrition SKUs within its DTC site. The cost of a custom protein powder, however, starts at $45 on the brand's site. While this price tag includes items — such as flavors — shoppers would have to buy separately at Target, the brand is positioned at a more accessible price point at the mass merchant. "We are excited to bring Gainful products to Target [shoppers]," said Dean Kelly, Gainful CEO, in an email statement. "We understand that everyone’s path to feeling and performing their best looks different so we want to support people from all walks of life and at different stages of their health journey — reach their health and wellness goals by offering a customized protein product that is clean, has proven effectiveness and provides an easy shopping experience.” Gainful is among the brands and thousands of new products Target has added as part of an effort to expand its self-care assortment. Other brands include DTC body care brands Lume and Saltair, which rolled out to Target earlier this year.

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