Building Scoops: A Journey from Concept to Market Success
Liz Lane’s journey into the competitive food and beverage space showcases a compelling blend of experience, innovation, and strategic growth. With over 12 years in the industry, Lane has contributed to the early operations of notable brands such as Huel and Magic Spoon, bringing firsthand expertise in scaling startups. Her latest venture, Scoops, a plant-based peanut butter protein powder, recently launched at Target and has rapidly gained traction — generating $25,000 in sales during its first month and surging to $400,000 last month.
The Spark: From Experience to Innovation
Lane’s background working with fast-growing, health-focused companies gave her valuable insights into what it takes to grow a brand sustainably. Despite working in the better-for-you food sector, she admits she isn’t the best eater herself, which motivated her to develop a product that fits seamlessly into everyday lifestyles without requiring significant dietary changes.
A pivotal moment came when a vegan friend suggested exploring peanut butter, known for its natural protein content. Lane’s curiosity led her to research ways to make peanut butter consumption more efficient and health-conscious. This exploration connected her with a supplier preparing to launch a proprietary peanut isolate, a novel ingredient offering improved nutritional profiles — higher protein, fewer calories, and less fat.
From Concept to Shelf: Pitching to Target
With a clear product concept and a unique ingredient in hand, Lane approached Target in mid-2025. Initially planning a limited test in 250 to 500 stores, she was surprised when Target awarded Scoops placement in over 1,100 doors by December, driven by the retailer’s eagerness to champion innovation within the health food category.
This rapid progression left Lane with only a few months to secure funding and prepare inventory for a May 2026 launch. Demonstrating strong industry relationships, she successfully raised approximately $500,000 — predominantly from her supply chain partners including manufacturers and ingredient suppliers who trusted her operational expertise. This unconventional funding route underscored her credibility and reinforced the importance of trustworthiness in business partnerships.
Marketing on a Budget: Driving Awareness and Growth
The launch day marked the official market debut of Scoops. With most funding allocated toward inventory, marketing resources were limited, compelling Lane and her small team — primarily herself and Chief Marketing Officer Lauren Browning — to innovate. They leveraged influencer partnerships, particularly those focused on Target product discoveries, and strategic gifting to build consumer awareness.
Target’s support, including an 11-week end cap display, enhanced Scoops’ visibility in stores. The results have been remarkable: from $25,000 in first-month sales to $400,000 recently, reflecting strong consumer demand and effective positioning.
Embracing Slow Growth for Sustainable Success
Lane’s operational experience with rapid-growth companies informed her approach to Scoops, emphasizing adaptability without overextending resources. She highlights exclusivity agreements with her supplier in the U.S. as a key competitive advantage, while focusing on building a brand that outlasts fleeting trends.
Her vision includes continued product innovation and scaling the team beyond its current two-person base. Lane advises aspiring entrepreneurs in the consumer packaged goods (CPG) space to consider slower, sustainable growth strategies, which allow thorough market testing and product refinement. Contrary to the common rush for massive exits, she champions building resilient brands that meet real consumer needs.
Moreover, Lane stresses that groundbreaking new ingredients aren’t always necessary; success often comes from repositioning or improving existing concepts with clear branding and sound business execution.
This as-told-to story is based on a conversation with Liz Lane, founder of plant-based peanut butter protein powder Scoops. The brand launched in Target in May and did $25,000 in sales in month one and $400,000 in sales last month. The piece has been edited for length and clarity.
For more details on Liz Lane’s journey and the rise of Scoops, visit the original story Here.
