The functional beverage aisle has long forced consumers to endure chalky protein shakes, but a new brand wants to make it a whole lot more enjoyable. Meet Fizzen, a sparkling protein drink cofounded by Kristin Cavallari, now available nationwide at Target.
Fizzen aims to make protein feel less like a supplement and more like an everyday lifestyle essential. On Instagram, Cavallari describes it as “a sparkling real fruit juice with protein—it’s light and refreshing and will help you glow from within.”
At a time when the global protein market is projected to reach $113 billion by 2035, Fizzen is positioning itself as a modern alternative to traditional protein products, one designed specifically for women seeking convenient nutrition without the gym-bro packaging. It’s as if protein got the Pellegrino treatment.
The formula features eight grams of protein from bovine collagen peptides, along with vitamin B12, zinc and vitamin C, all made with real sparkling fruit juice and naturally sweetened ingredients.
“Consumers are increasingly looking for products that support their wellness goals without sacrificing taste, aesthetics or experience,” the brand shares. Fizzen’s sparkling functional beverage is crafted to feel as elevated as it is effective by applying a premium, lifestyle-forward sensibility to a category that has historically felt intimidating or overly focused on male fitness culture.
Fizzen is available now at Target in four flavors—Strawberry Lemonade, Fruit Punch, Peach Mango and Orange Pineapple—sold individually or in a four-pack.
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Worth noting: Fizzen isn’t the only celebrity-backed protein brand to land at Target lately. Earlier this year, Mel Robbins launched Pure Genius Protein, a pocket-sized protein shot with 23 grams of protein per bottle, at the retailer. The two brands take different approaches: Pure Genius is a concentrated shot built for on-the-go convenience, while Fizzen leans into the sparkling beverage experience. It’s a signal that the protein category is having a serious glow-up—and we’re here for it.
