Devious puts the first protein seasoning into mass retail at Target

Devious, founded by mother-daughter team Abbey and Louise Cox, has launched its protein seasoning line in more than 600 Target stores nationwide, the first product of its kind to reach mass retail.

The seasoning is built on organic pumpkin seed protein rather than isolates or concentrates, and delivers 10 grams of plant protein and up to 4 grams of fiber in a two-tablespoon serving. Unlike traditional protein powders, it is designed to blend into everyday meals without changing taste or texture. The Target launch spans three flavors: Cashew Parmezan, Pink Salt & Pepper, and Italian Herb.

Why it matters

The interesting move here is not the protein, it is the format. Protein powder is a crowded, discount-driven aisle where new entrants fight incumbents on price per gram. A seasoning sidesteps that fight entirely: it creates a new use occasion, borrows a habit shoppers already have, and gets merchandised in a category with no direct competitor, because until this launch the category did not exist.

Devious sold direct-to-consumer before Target, so the 600-door debut is a mass-retail bet on a proven product rather than a from-zero launch. Founders carving out entirely new categories, rather than competing in existing ones, is the pattern retail buyers keep rewarding.

What to watch

Sell-through in the first two resets. Shelf space granted to a category creator can be taken back just as quickly if velocity does not justify the facing. And watch for fast followers: if the protein-seasoning category shows life, the large spice houses can produce a competing SKU in a single product cycle, which makes Devious’s head start and brand the whole moat.

Originally reported on Instagram: see the post