Jocko Fuel Expands Nationwide into Target as the Premium, Performance Nutrition Brand Enters Its Next Phase of Growth

Protein shakes, powders, and performance nutrition products arrive at Target stores nationwide and on Target.com, marking a major milestone in the brand's mainstream reach and retail expansion, ahead of the upcoming Apple TV+ release of Way of the Warrior Kid.

CORONADO, Calif. — October 20, 2026 — Jocko Fuel, the performance nutrition brand co-founded by retired Navy SEAL officer and bestselling author Jocko Willink, today announced its nationwide launch at Target. The expansion brings the brand's protein shakes, powders, and performance nutrition products to millions of new shoppers, marking a significant milestone in Jocko Fuel's rapid retail growth following strong performance in Walmart, Wawa, Wegmans, Publix, Meijer, and Vitamin Shoppe.

The launch brings Jocko Fuel to Target's growing sports nutrition and active wellness assortment, giving shoppers convenient access to products built around quality ingredients, effective formulations, and great taste. The initial assortment includes ready-to-drink protein shake 4-packs, protein powder tubs, single-serve protein powder formats, creatine, and pre-workout. “We've always had one standard: make products with good ingredients that actually deliver. No shortcuts. No compromises,” said Jocko Willink, co-founder of Jocko Fuel. “Getting Jocko Fuel into Target means more people have access to that standard. Whether you're training hard or just trying to get better every day, we've got you covered. Now get after it.”

Built on Higher Standards. Now Available to Millions of Americans.

Founded on the belief that what you put into your body matters, Jocko Fuel has built its reputation on quality ingredients, transparent formulations, and products designed to support the work people put in every day. Its expansion into Target makes that approach accessible to a much broader audience, from committed fitness enthusiasts to people looking for better everyday nutrition options.

Jocko Fuel's ready-to-drink protein shakes deliver 30g of protein with no added sugar or artificial sweeteners. Across its portfolio, the brand prioritizes effective ingredients, clean labels, and formulations without sucralose, Ace-K, or carrageenan’s. It's an approach designed for people who care about what goes into their bodies and expect more from the products they use every day.

“We've built Jocko Fuel by staying focused on what matters: great products, quality ingredients, and earning the trust of our consumers,” said Joe Masciantonio, President of Jocko Fuel. “Launching nationally at Target is an important step in bringing that approach to a much broader audience. It reflects how far the brand has come and the opportunity we see ahead.”

At Target stores nationwide, shoppers can discover Jocko Fuel’s fan-favorite flavor offerings engineered for both performance and taste: 

• Ready-To-Drink (RTD) 4-Packs: Available in signature flavors including Chocolate, Vanilla, Fruity Cereal and Sweet Cream Coffee. (MSRP: $9.49). 

• Protein Powder Tubs: Offered in Chocolate, Vanilla, Fruity Cereal, Chocolate Peanut Butter flavors designed for seamless daily mixing (MSRP: $29.99). 

• Protein Powder (Single Serving Sachets): Offered in Chocolate, Vanilla, Fruity Cereal, Chocolate Peanut Butter flavors designed for seamless daily mixing (MSRP: $3.49). 

• Jocko Fuel Creatine: Unflavored and flavored formats crafted for muscle strength and daily physical support (MSRP: $24.99). 

• Jocko Fuel Creatine 30ct box: Unflavored - crafted for muscle strength and daily physical support (MSRP: $24.99). 

• Jocko Fuel Pre-Workout: Nitro Pop and Blue Raspberry flavors (MSRP: $28.99). 

A Growing National Brand with Expanding Cultural Reach

The Target launch comes at a time of growing visibility for Jocko Fuel and its founder. Actor and Jocko Fuel investor Chris Pratt stars in the upcoming film Way of the Warrior Kid, based on Jocko Willink's bestselling children's book series. The film is scheduled to debut on Apple TV in November, following its trailer release on October 20.

The Target expansion, combined with the cultural visibility surrounding Way of the Warrior Kid and several new product innovations launching later this year, marks a pivotal moment for Jocko Fuel as it continues scaling clean, performance-driven nutrition to millions more consumers nationwide.

With continued retail expansion, upcoming product innovations, and growing visibility beyond its core audience, Jocko Fuel is entering a new chapter of national growth while remaining committed to the standards that built the brand.

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About Jocko Fuel

Jocko Fuel is a premium active nutrition brand built on the philosophy of "Discipline Equals Freedom." The brand produces clean-label sports nutrition—including RTD protein shakes, powders, energy drinks, and supplements—without artificial sweeteners or dyes. Its specialized Warrior Kid line offers 12g protein shakes and zero-sugar gummies for growing athletes. Available nationwide and at JockoFuel.com.