Scoops Makes Peanut Protein Powder. It's in 1,600+ Target Stores.
Scoops, Liz Lane's peanut protein powder, is in more than 1,600 Target stores next to the peanut butter and just raised $2 million.
Remember when peanut butter powder was the diet hack everyone swore by?
You mixed it with water, pretended it tasted like the real thing and spread it on a rice cake. It was fine. Mostly, it was fewer calories.
What actually happened
Scoops makes peanut protein powder, and its founder, Liz Lane, spent more than a decade building other food and beverage brands before starting her own. The brand says it pitched 250 Target stores, got more than 1,000 and is now in more than 1,600, shelved in the peanut butter aisle instead of with the protein tubs. NOSH reported on Nov 9 that Scoops raised $2 million to keep that Target growth going.
The powder is built on peanut protein isolate, which Scoops describes as an 80% protein concentrate. It says you get up to 27 grams of plant protein per serving, and the bags say 0 grams of added sugar. It comes in Original Peanut and Chocolate. On Scoops’ own site, a four-pouch pack is $49.99.
Scoops also says it tests its powder against European Union standards for contaminants, including heavy metals like lead. You can stir it into smoothies, oatmeal or yogurt, or just mix it with water when you want peanut butter.
Our read: protein wants to hide in foods you already eat
This is our read. Protein used to mean a giant tub and a shaker bottle. Now brands are sneaking it into things already in your cart, from pasta sauce to coffee. Putting Scoops next to the peanut butter instead of the protein powders is the smartest part of this story, because that’s where you were going to be anyway.
The reality check
A $2 million round and a big Target footprint show that buyers like it, not that it’s better for you. The protein and testing claims come from Scoops, so check the nutrition panel and serving size on the bag. And yes, it’s peanuts, so skip it if anyone in your house has a peanut allergy.
The close
The old peanut butter powder hack was about cutting calories. This one is about adding protein, right next to the jar you were already buying.
Sources
Disclosure: WellWham has no affiliate links in this story.
Brand information: NOSH
