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Gainful brand debuts at Target

Gainful’s Target-exclusive line gives guests the chance to design a protein blend perfect for their tastes and needs, the company said.
Gainful target

Gainful, a personal performance nutrition brand that debuted with a DTC launch in 2017, is moving into retail.

The company announced launching exclusively in Target stores nationwide and on In addition, the launch includes an exclusive Mango hydration flavor. 

The company shared that the move signals Gainful’s first-ever retail expansion and is a bold move for a brand committed to scaling a more personal approach to supplements and "bringing personal nutrition to every body across America, no matter where they want to shop."

While uses a quiz to personalize, guests at Target will follow a three-step system to create their own customized protein blend. Through this first-of-its-kind, customizable experience, Gainful’s Target-exclusive line allows guests to design a protein blend perfect for their tastes and needs.

Located in the in-store health aisle, Target guests will be invited to shop and combine 11 Gainful products, including two protein bases, four choices of flavor boosters, three individual goal boosts and pre-workout and hydration products, resulting in over 70 potential protein blends. Prices range from $3.99 to $19.99, making a level of elite personal nutrition previously available only to professional athletes now accessible to most Americans.

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Today Gainful’s subscribers range from Olympic Athletes to people just starting their fitness journey. The brand will celebrate its Target launch with an all-new platform and launch campaign inviting customers to Make Your Gain. 

"Traditionally, American gym culture revolves around making #gains at the gym by packing on muscle, but Gainful will encourage Target guests across America to consider what they could gain from investing in personal performance nutrition. Whether you’re on a journey to gain power, confidence, speed or consistency, Gainful pledges to support people on their journey to feel, live and perform better each day," the company said.

Gainful customers who shop at Target gain access to a Target guest experience on with curated nutritional guidance and tools, clean recipes formulated by nutrition and fitness experts for maximum effectiveness and a direct line to a team of registered dietitians.

[Read more: Sports nutrition, weight management products address health-conscious consumers’ needs]

Dean Kelly, CEO of Gainful, said, “We are excited to bring Gainful products to Target guests. 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 journeyreach their health and wellness goals by offering a customized protein product that is clean, has proven effectiveness and provides an easy shopping experience.”

Tara Thies, a registered dietitian nutritionist at Gainful, said, “What, when, and how we fuel our bodies can have a big impact on achieving what we set out to do each day. By bringing our network of Gainful nutritionists to Target, guests across the country can now receive the same level of personalized nutrition care as elite athletes.”

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