Lane, a veteran of food and beverage startups like Huel and Magic Spoon, leveraged her industry experience to identify a gap in the protein market. By partnering with a supplier to utilize a new peanut isolate, she created a powder offering 75% fewer calories and 95% less fat than traditional peanut butter. The pitch to Target proved successful despite the brand lacking a physical product at the time, resulting in an order for over 1,100 locations.
How Scoops Scaled to $400,000 in Monthly Sales at Target
With nothing more than a single sample and a concept, Liz Lane secured a massive retail footprint for her protein powder brand, Scoops. After pitching to Target in late 2025, she managed a rapid production timeline that saw the startup hit store shelves in May, reaching $400,000 in monthly sales five months later.
Funding the venture required an unconventional approach. Lane raised $500,000 directly from her supply chain partners, citing the trust built during her years of operational consulting. This capital was deployed almost entirely into inventory to meet the requirements for the Target launch. Since hitting shelves, the brand has utilized influencer marketing and high-visibility end cap placements to drive velocity. While acknowledging the competitive nature of the CPG sector, Lane emphasizes the value of controlled growth and sustainable business practices over the typical industry rush for rapid, unsustainable expansion.
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