Photo: Scott Eisen/Getty Images for Mel Robbins
Mel Robbins skyrocketed to fame last year with her self-help best seller, The Let Them Theory, which quickly caught on as a mantra of passive acceptance amid the chaos of 2025. Now, the popular podcaster has another idea she thinks will change your life: protein shots.
In a video posted to Instagram, Robbins explained that, after beginning her own protein journey, she was “shocked at how hard it is to get the amount of protein that all the experts are recommending.” That could be because some influencers have taken the existing protein recommendations and tripled them, but, regardless, Robbins saw an opportunity. She says she partnered with “world-renowned experts in medicine, in nutrition, in science innovation” to come up with Pure Genius Protein — a line of fruit-flavored protein liquid in tiny bottles.
Protein you can drink is hardly a new concept, but you wouldn’t know it from hearing Robbins talk about her new product. “There is nothing like this that exists,” she says, adding that it’s “so innovative and such a game changer, it’s going to keep selling out.” What makes it different from the vast array of protein powders, shakes, and other beverages already out there? According to Robbins, it’s “not chalky” and tastes like fruit juice. It also comes in a cute little bottle that is apparently “TSA-friendly” and, as Robbins demonstrates, small enough to fit in your back pocket. Another perk, according to Robbins: “It’s not going to smoosh like a bar when I sit down.”
Personally, I don’t think this is something I need in my life. But if Mel Robbins and her fans want to spend the New Year walking around with 23 grams of strawberry-guava-flavored protein liquid in their back pockets? Let them.
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