Scoops Went From One Sample to $400,000 a Month at Target

Scoops, a plant-based peanut butter protein powder, did $400,000 in sales last month at Target — five months after launching with $25,000 in its first month. Founder Liz Lane pitched the brand to Target with one sample and no inventory, and the retailer awarded her more than 1,100 doors.

Lane spent over 12 years running operations for food and beverage startups. She was Huel's first U.S. operations hire when the company was still small in the UK. She later joined Magic Spoon as one of its first employees and ran all operations there until roughly two or three years ago, watching it grow, in her words, "from really small to the massive brand it is now." After leaving, she consulted for brands scaling or starting up. She always wanted her own brand, but waited for the right product.

How the product took shape

A vegan friend suggested exploring peanut butter, which carries protein naturally. Lane asked herself a practical question: could eating peanut butter become more efficient? Around that time, a supplier told her he was bringing a new peanut isolate to market. The isolate improved the macros and delivered more protein without changing how people consume peanut butter.

Lane concluded that powder form works better than jars for most adults. "I can't really moderate. If I get a jar of peanut butter, I'll just eat the entire jar," she said. Powder mixes into smoothies, overnight oats and cookies. It carries 75% less calories and 95% less fat than regular peanut butter.

What did the Target deal look like?

The product was a concept until the pitch. Lane planned a test in 250 to 500 stores. She pitched at the end of July or early August 2025. In December, Target awarded her more than 1,100 doors. "That was crazy because again, it wasn't yet a brand — it was a concept," Lane said. Target wanted newness in the category. The timeline demanded shelves by May 2026, leaving about three months to raise money and build inventory.

Lane raised roughly $500,000, mostly from her own supply chain. Her manufacturer and supplier are the two biggest investors, joined by ingredient suppliers and industry professionals. "So not a traditional fundraising trajectory, but there was a level of trust," she said. Her track record across brands convinced them she could run the business side.

Launching with almost nothing left over

The day Scoops hit Target shelves was the first day the product existed. Most of the raised capital went straight into Target inventory, leaving little for marketing. The team leaned on influencers, especially creators focused on Target finds, plus product gifting. An 11-week end cap placement at Target boosted visibility. Scoops launched in May, did $25,000 in month one, and reached $400,000 last month.

The team remains tiny. Chief marketing officer Lauren Browning is the only other employee. "It's just been essentially two people doing this whole thing, which is crazy," Lane said.

Why slow growth still works

Lane's supplier gives Scoops U.S. exclusivity on the peanut isolate for a period of time, a real moat in a crowded CPG market. Her advice to entrepreneurs inverts her own path. "Growing slowly is a really good strategy," she said, noting that small, sustainable businesses can test whether consumers actually want a product. Brands also don't need a new ingredient to win — positioning and execution matter. Lane is now developing new products and plans to hire.