Devious

Devious is a consumer packaged goods brand specializing in organic pumpkin seed-based protein seasonings designed to add functional nutrition to everyday meals. Founded by a mom-daughter team, Louise and Abbey, the company was built around the idea of delivering clean, whole-food protein without the drawbacks commonly associated with traditional protein products such as added sugars, gums, fillers, or artificial ingredients. The brand targets health-conscious consumers who want to increase their protein and fiber intake without overhauling their diet or relying on shakes and bars. Devious products are available in over 800 Target stores nationwide as well as through direct-to-consumer online sales. The core product line consists of savory protein seasonings that deliver 10 grams of protein and 4 grams of fiber per two-tablespoon serving. The current flavor lineup includes Cashew Parmesan, Pink Salt and Pepper, and Italian Herb, each formulated to complement a wide variety of meals including tacos, soups, salads, popcorn, pasta, eggs, and rice bowls. The flagship ingredient, organic pumpkin seed protein powder, is chosen for its nutrient density, providing not only protein and fiber but also magnesium, zinc, iron, and B vitamins. Unlike many protein supplements that rely on isolates or concentrates, Devious uses whole-food ingredients, positioning itself firmly in the clean-label, plant-based nutrition space. All products are 100% plant-based, gluten-free, and dairy-free, with no sugar and no artificial additives. The Cashew Parmesan variety, for example, lists organic pumpkin seed protein powder, nutritional yeast, B vitamins, cashews, organic pumpkin seeds, chicory root inulin, Himalayan pink salt, and garlic powder as its complete ingredient set. The brand's philosophy centers on what it calls 'sneaky nutrition' — seamlessly integrating high-quality macronutrients into the foods consumers already enjoy, rather than replacing meals or requiring behavioral change. This positioning differentiates Devious in a crowded protein supplement market increasingly dominated by plant-based alternatives. The company currently ships domestically within the United States.