Devious Launches First Protein Seasoning in Mass Retail at Target

Devious, the mom-daughter brand founded by Louise and Abbey Cox, is making its mass retail debut in 600+ Target stores nationwide as the first protein seasoning to hit the channel. The clean-label seasoning is made from organic pumpkin seeds, adding 10g of protein and up to 4g of fiber per serving to any dish. No shakes, bars, or behavior change required.

Available in three flavors: Cashew Parmezan, Pink Salt & Pepper, and Italian Herb. The line is gluten-free and dairy-free, with no sugar, gums, or nasties.

The Target placement marks a significant retail milestone for the brand, which is carving out an entirely new subcategory within one of grocery’s longest-standing aisles.