NOON Launches Nationwide at Target, Introducing America’s First "Breakfast in a Can"

Backed by a $2.5M seed round, the disruptive CPG brand introduces drinkable breakfast innovation with 20g protein, 5g fiber, no added sugar, and zero seed oils

NEW YORK, August 4, 2026 — Today, NOON announced its nationwide retail debut in the United States, launching America’s first breakfast in a can in Target doors and online at Target.com. Marking a major shift in a grocery category that has recently seen an innovation drought, NOON arrives as a complete, shelf-stable morning meal engineered for consumption wherever, whenever.

Co-founded by Cade Fleming and Tamir Triguboff, NOON announced the successful closing of its $2.5M seed round, backed by premier consumer venture firms BFG Partners, RiverPark, and Habitat Partners, notably the early backers behind category-defining CPG brands like OLIPOP, Graza, and Coterie. This investment marks a major milestone, as it will be utilized towards NOON’s nationwide expansion into the U.S. market.

“For too long, people have been pressured to make a broken compromise: either make time for a traditional sit-down breakfast or settle for products designed for the sports nutrition aisle,” said Tamir Triguboff, Co-Founder & President of NOON. “We built NOON to bridge that gap by rethinking breakfast from first principles. Every ingredient, every nutritional decision, and every design choice was made with one goal: to create a breakfast that’s clean, complete, and effortless.”

NOON is fundamentally changing how we experience breakfast. Delivering 20g of protein and 5g of fiber with 0g of added sugar, NOON provides genuine satiety that helps sustain consumers until lunch, a dual-macro milestone traditional RTD protein drinks ignore. Formulated with simple, high-quality ingredients, including real milk and whole oats, NOON contains zero seed oils, zero synthetic fillers, and zero compromise on product integrity.

“Every generation or so, a convergence of shifts creates a window to redefine a food category entirely, and the incumbent brands are often too comfortable to move,” said Cade Fleming, Co-Founder & CEO of NOON. “GLP-1 adoption is permanently changing how households consume food. Clean-label integrity has shifted from niche preference to mass expectation, and the morning routine has been restructured by modern life in ways legacy breakfast formats were never designed for.”

“With the tailwinds of GLP-1s, we have seen a surge in demand for convenient ways to maximize protein and fiber. NOON is doing exactly that by offering a first-of-its-kind liquid breakfast that packs in protein and fiber on busy mornings and appeals to the whole family,” said Meg Legro, Senior Associate at BFG Partners.

NOON launches in three core flavors: Creamy Vanilla, Milk Chocolate, and Honey Banana. The product is available starting today at Target locations nationwide and online at Target.com.

For more information, visit letsnoon.com or follow on Instagram at @letsnoon.

About NOON

NOON is breakfast, reimagined for how people actually live. Founded in 2025 by Cade Fleming and Tamir Triguboff, NOON is a functional beverage brand built around the belief that a real breakfast doesn’t need to require a bowl, a blender, or ten spare minutes. Packaged in a single, shelf-stable can, NOON delivers 20g of protein, 5g of fiber, and 0g of added sugar, with zero seed oils and zero synthetic fillers. Now available in Target stores nationwide and online at Target.com, NOON is building the category it was missing from: a genuinely convenient, nutrient-dense breakfast for wherever mornings happen.