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You can add one more celebrity influencer name to the list of CPG founders: podcaster and self help guru Mel Robbins has launched functional beverage brand Pure Genius Protein, debuting with a three-SKU line of zero sugar shots.

Available in three flavors, each 3.38 oz. shot packs 23 grams of protein and just 100 calories, offering consumers another option to boost their nutritional intake in an era we’ve already taken to calling “Peak Protein.”

For Robbins, author of books like The Let Them Theory and The High 5 Habit, the goal of Pure Genius is to offer everyday consumers an approachable option to get extra protein into their diets including “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 to maintain muscle, caregivers with no time to cook and anyone who is trying to eat healthier and get more protein.”

The shot format in particular makes a lot of sense for Robbins’ own personal brand. 

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The team of experienced alcohol industry execs behind Highpour believe hemp-derived THC drinks should be running towards booze, rather than trying to avoid it. 

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The founders of Uncle Nearest Premium Whiskey have filed a civil lawsuit against the company’s former chief financial officer, alleging fraud, forgery, and misconduct.

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Here’s a look at leading headlines from around the beverage industry. Insiders get access to the full story.

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