The latest celebrity partnership with Target has seen a shift in focus towards a major diet trend, with a partnership with the retailer to bring Pure Genius Protein to consumers. The product, based on whey protein nips popular with professional athletes and trainers in Europe, was developed by Italian businessman Zacchia and developed a similar product for serious athletes and bodybuilders. The partnership aligns with the company's mission to make it easier for people to prioritize their health, particularly women. Previously, the product could only be purchased online via direct-to-consumer channels and is now available in Target. This partnership brings all three of Pure Genius’ existing flavors, Blueberry Lemonade, Strawberry Guava, and Pineapple, and costs only $16.49.