"There is absolutely nothing like this available in the market today," says Robbins. "I'm very proud that we have created an entirely new way to get high-quality protein on the go and have made it shockingly delicious."

Robbins has been deeply involved throughout every step of the product development. She has also hand-picked the founding scientific advisory team of world-class physicians specializing in nutrition, longevity, weight loss, hormonal health, and innovation, including:

• Dr. Dawn Mussallem, DO, a double-board-certified lifestyle medicine, integrative oncologist, and longevity medicine physician and a stage 4 cancer survivor.
• Dr. Amy Shah, MD, a double-board-certified physician with degrees in immunology and nutrition and an author of 3 bestselling books on longevity, nutritional science, and hormones.
• Dr. Betsy Grunch, MD, a renowned board-certified neurosurgeon who specializes in spinal surgery and emergency surgery for brain and spine injuries.
• Dr. Jeff Karp, PhD, a distinguished professor and among the world's leading biomedical innovators whose work, cited over 40,000 times, translates nature-inspired science into medical technologies that improve people's lives.
• Dr. Rocio Salas-Whalen, MD, a board-certified endocrinologist, obesity medicine specialist, and bestselling author of Weightless: A Doctor's Guide to GLP-1 Medications.

"This isn't about chasing a trend," said Robbins. "It's about making it easier for people to prioritize their health, particularly women. If you're busy taking care of everyone else, you're probably not doing the best job taking care of yourself." Robbins points to what she's learned from the experts: that under‑eating protein leads to muscle deterioration, and about 30% of women over 65 who break a hip die within a year, underscoring why maintaining strength and bone health matters. Robbins added, "Pure Genius Protein makes it easier for people to take care of themselves and protect their future."

Robbins added, "Protein isn't just for athletes. It's for everyone. I wish I had had Pure Genius Protein shots when our son was younger. He was a picky eater and it was impossible to get him to eat healthy. I wish it had been available when my daughters were in high school and couldn't find the right thing to eat after school before a sports practice. I wish I had had Pure Genius Protein shots when my dad was recovering from brain surgery and had trouble choking down the 16 oz shakes he was being asked to drink. Now that it's available, I am so excited for everyone to have it, especially those who are working parents, first responders on 12-hour shifts with no time to stop and eat, those on GLP-1s who have no appetite and need protein to maintain muscle, caregivers with no time to cook, and anyone on the go who is trying to eat healthier and get more protein."