Eight months ago, I had to choose between a psychology lecture and a flight to M
By Michaelastorino · October 9, 2026 · Curated by George's Blog
Eight months ago, I had to choose between a psychology lecture and a flight to Minneapolis to pitch Target.
I picked the flight.
Today, Spacemilk is officially live on Target.com.
For decades, there have been two choices: animal or plant protein. Whey became the default. Plant became the alternative. And a lot of consumers were left with neither: people avoiding dairy, people with allergies, people with sensitive stomachs who just stopped buying protein altogether.
Both of those options are under pressure right now. Whey cant keep up with demand, pushing prices to record highs, and plant proteins carry growing concerns around heavy metals.
Fermentation gave us sourdough and kombucha. Now it gives us protein...
Spacemilk is the first protein derived from yeast: free from major allergens, made for sensitive stomachs, and every batch third-party tested with the results published.
Target putting Spacemilk on their site tells us a third option is becoming a real category. Whey and plant may not be going anywhere (yet). But theres room on the shelf for something new, and for the people who've never had a protein that worked for them.
Huge thanks to Sarah Kane, who bet on innovation in a category that needed it, and to the team, Walter Ross, JD, and Marshall Egger, who made this all possible.
Check it out: https://lnkd.in/gvAS9Fx5
PS - Professor Tim, I apologize for missing your class that day. Your next Spacemilk order is on me.