- Kristin Cavallari co-founded sparkling protein drink Fizzen with talent venture studio VO/D; it launched exclusively at Target on June 11, 2026.
- Each can delivers 8 grams of clean protein with zero sugar, bovine collagen peptides, B12, vitamin C, and zinc; available in Fruit Punch, Strawberry Lemon, and Peach Mango four-packs.
- Fizzen enters Target's growing celebrity protein drink shelf, already home to Protein Pop, Isopure, and Alex Cooper's Unwell Hydration, with clean-label ingredients as its core differentiator.
- Cavallari's recent brand moves include a November 2025 ambassador deal with Arby's and her lifestyle brand Uncommon James tracking toward nearly $50 million in 2025 revenue; Fizzen has new SKUs already in development.
Kristin Cavallari is crashing the functional beverage aisle with Fizzen, a sparkling protein drink launched exclusively at Target on June 11.
Co-founded with talent venture studio VO/D, each can delivers 8 grams of clean protein, zero sugar, bovine collagen peptides, B12, vitamin C, zinc, and real fruit juice. Three flavors: Fruit Punch, Strawberry Lemon, and Peach Mango, are sold as four-packs.
The Laguna Beach and The Hills veteran has been on a business roll: her jewelry and lifestyle brand Uncommon James was tracking toward nearly $50 million in 2025 revenue, and she signed as brand ambassador for Arby’s in November 2025.
Fizzen is her first beverage venture, and she’s positioning it squarely for the ingredient-conscious consumer: think clean labels, not calorie counts.
Much like Bethenny Frankel leveraged Target for her exclusive protein-wellness Mush collab, Cavallari is banking on the retailer’s nationwide footprint to build mass-market momentum fast.
Target has aggressively courted celebrity-backed wellness brands in 2026, from Mel Robbins‘ Pure Genius Protein shots to Tom Holland’s Bero NA beer, and Fizzen slots right into that strategy alongside Alex Cooper’s Unwell Hydration.
In a year when celebrity product launches are surging across categories, including Huda Kattan‘s bold new Huda Beauty fragrance rollout, Cavallari is making her play in functional beverages. More Fizzen SKUs built around a “glow from within” theme are already in development.
Takeaways
Kristin Cavallari isn’t just putting her name on a product, she’s building a second business in a category that’s genuinely booming. The functional protein beverage space is no longer a niche gym supplement aisle; it’s mainstream retail territory, and Target is the gatekeeper.
By launching Fizzen exclusively there, Cavallari gets instant national distribution, credibility with health-conscious shoppers, and shelf placement next to established names. It’s a smart move, and the co-founder structure with VO/D suggests this is a real brand play, not a celebrity endorsement with someone else’s product.
What’s also worth noting: Cavallari is intentionally targeting women in a space historically dominated by male-focused brands. Clean ingredients, collagen, and B12 signal a different consumer, one already buying Uncommon James jewelry and tuning into wellness culture.
And with new SKUs already in the pipeline, this looks less like a one-off launch and more like the beginning of a broader wellness portfolio.
Can Fizzen carve out real shelf loyalty in a protein drink aisle already packed with celebrity names and established players? Is Target’s exclusive retail model the fastest path to scale for celebrity-founded wellness brands? As more celebrities launch clean-label functional products, does the “clean ingredients” pitch still cut through, or is it becoming table stakes?
