The First-Ever Protein Seasoning Is Launching At Target

Edited by The VEGPRENEUR Team

Devious, founded by mom-daughter duo Louise and Abbey Cox, has officially arrived in over 600 Target stores nationwide.

This launch marks the mass retail debut of a product the industry has never seen before: protein seasoning.

Made from organic pumpkin seeds, Devious's clean-label seasoning delivers 10g of plant protein and up to 4g of fiber in just two tablespoons. Sprinkle it on pasta. Stir it into soups. Finish a grain bowl. No animal products, no lifestyle overhaul, no blender required.

The line launches in three flavors - Cashew Parmezan, Pink Salt & Pepper, and Italian Herb. The line is entirely free from dairy, gluten, sugar, gums, and fillers. Just whole-food ingredients doing the heavy lifting.

For the plant-based community, Devious solves a real problem: getting enough protein without relying on processed supplements, meat, or highly processed proteins. By embedding nutrition into the seasoning itself, Louise and Abbey have created an entirely new category. One that fits seamlessly into the way people already eat, rather than asking them to change.

Devious Foods is a VEGPRENEUR Member and a 2024 VEGPRENEUR Awards winner.

You can find the full list of 2024 winners at: https://www.vegpreneur.org/blog/meet-the-2024-vegpreneur-awards-winners