GORGIE Enters Protein Category With Target-Exclusive Protein Energy Line

New updates have been reported about GORGIE.

GORGIE is expanding beyond traditional energy drinks with the launch of its first Protein Energy line, signaling a strategic move into the growing functional protein and wellness category. The new products, now rolling out nationwide at Target, combine 8g of protein with 150mg of green tea–derived caffeine and added Biotin, B vitamins, and L-Theanine, positioning GORGIE at the intersection of energy, performance, and beauty-focused wellness. Available in two limited-time flavors, Strawberry Pop and Power Punch, the line is designed for modern routines such as workouts and morning consumption, and maintains the brand’s formulation standards: gluten-free, keto-friendly, and free from artificial sweeteners. This launch deepens GORGIE’s retail relationship with Target, reinforces its distribution in the natural and mass channels, and broadens its addressable market from energy drinks into protein and functional beverages.

To support the product debut and strengthen brand engagement, GORGIE is pairing the beverage rollout with a limited-edition activewear capsule—the Power Up Set in Pink and the Active Shortie in White and Lime—intended to position the brand as a lifestyle platform rather than a single-product offering. Founder and CEO Michelle Cordeiro Grant said the protein energy concept was developed in response to strong consumer demand for convenient, enjoyable protein formats, underscoring a community-led product strategy. The initiative follows momentum from the recent addition of media personality Alix Earle as a strategic investor, which is expected to further amplify brand visibility and cultural relevance among younger consumers. Early, unofficial shelf appearances at Target generated significant social media activity and rapid sell-through, with reports of thousands of cans moving daily and high levels of user-generated content, suggesting strong initial product-market fit. Founded in 2022 and backed by Notable Capital and Coefficient Capital, GORGIE now leverages nationwide retail presence and e-commerce channels (including Amazon and its own site) to scale this new protein energy platform and consolidate its position as a high-growth, better-for-you energy brand.