Available exclusively at Target, Fizzen delivers eight grams of clean protein with collagen, B12, zinc and more.
line cofounded with talent venture studio VO/D and infused with bovine collagen peptides, B12, vitamin C, zinc and real fruit juice. With eight grams of clean protein packed into each can and zero grams of sugar, the sparkling beverage — made in Fruit Punch, Strawberry Lemon and Peach Mango four-packs — works as a grab-and-go energizer without the chalky texture of pre-workout or a post-caffeine crash.
Speaking with WWD ahead of the Thursday launch, Cavallari said it was time to bring another female-founded brand into the male-dominated space, as well as offer a functional, clean alternative to all the fitness shakes out there.
“When you typically think of protein drinks, you think of adding protein powder to a smoothie, or I think people may even put protein powder in their coffee, stuff like that,” the former “Laguna Beach: The Real Orange County” star said. “But again, it’s always tastes chalky, and I’ve never been a huge fan of that, so I wanted something that was light and refreshing.
I’m excited for people to try this because when you taste it, you can’t taste the protein at all, it’s still so light. You can have protein and still have something be light. ”Ever since Cavallari began weight training five years ago, she’s been focused on upping her protein intake.
“That’s when I started paying attention to how much protein I was getting, because if you’re lifting heavy and you want to build muscle, you have to have protein. That was when I started paying attention to it, long before protein was having this big trendy moment,” she said. Indeed, the category is burgeoning, and Target is doubling down.
Under the retailer’s assortment, Fizzen will join the ranks of Protein Pop, Isopure and Alex Cooper’s latest drinkableinnovation, Unwell Hydration with Protein, made with 740 milligrams of electrolytes, three essential B vitamins and 10 grams of protein. The consumer purchasing Cavallari’s cans, specifically, is the ingredient-driven shopper like her.
“For me, when I’m looking for food or beverages, I only read the ingredient label. I don’t look at fat, I don’t look at calories, I don’t look at any of that. I want to stay far away from ultra-processed food, and I want to eat real whole food. If you care about that, then this would be the drink for you,” she said.
On what the future holds for Fizzen, Cavallari teased a potential expansion into new drink divisions.
“We’re already working on a couple other stock-keeping units. I don’t know how much I can say, but I can definitely tell you that we’re going to stay with the theme of glowing from within,” she said.
“That’s always something that’s been authentic to me, and I think it all starts from within. We want to just carry that through through all of our skus.
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