# Cold-Water Coffee Mixes Oats Overnight Joins Oon Iced Coffee for Target By Amy Duong | Written with AI assistance | Published 2026-11-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/cold-water-coffee-mixes References: [prnewswire](https://www.prnewswire.com/news-releases/oats-overnight-expands-beyond-oatmeal-with-the-launch-of-oon-iced-protein-coffee-at-target-302932813.html)  Oats Overnight is taking its convenience-nutrition focus into coffee with Oon Iced Protein Coffee, now sold only at participating Target stores nationwide and through Target online for busy people who want a quick cold cup with added nutrition. Each single-serve packet delivers 100 milligrams of caffeine alongside 10 grams of protein, turning cold water into iced coffee without extra gear. Colombian Arabica beans and real cane sugar steer it toward a smoother, sweeter profile than a chalky supplement drink. A Target-only Brown Sugar Cinnamon option gives the retailer something distinct to merchandise and gives first-time buyers a reason to try the line there. Placement in about 1,310 Target stores moves the product from online sales into everyday retail, where quick trial and impulse purchase matter. A [protein coffee](https://www.trendhunter.com/trends/free-rein-coffee-rtds) that needs only cold water widens the category beyond [breakfast shakes](https://www.trendhunter.com/trends/wandering-bear-cold-brew-lattes) and into the daily coffee routine. Image Credit: Oats Overnight ## Trend Insights (Trend Hunter) - Score: 10.0/10 - Popularity: 100% | Activity: 100% | Freshness: 100% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Cold-water Functional Beverages:** Powdered drinks that mix instantly with cold water expand convenience nutrition into everyday routines without appliances, refrigeration, or preparation barriers. - **Protein-enhanced Coffee:** Coffee formats with added protein blend caffeine rituals with satiety-focused benefits, creating room for hybrid products beyond traditional shakes and ready-to-drink coffee. - **Retail-exclusive Flavors:** Store-specific flavors provide differentiation for retailers while giving emerging brands a compelling trial hook in crowded functional beverage aisles. ### Sectors Adopting This - **Functional Beverages:** Portable caffeine and protein formats point to new beverage occasions where wellness benefits are embedded into quick, familiar consumption habits. - **Grocery Retail:** Mass retailers can use exclusive product variants and impulse-friendly placement to turn niche online nutrition products into mainstream shopping discoveries. - **Sports Nutrition:** Supplement brands have opportunities to soften performance-oriented positioning by developing sweeter, more familiar formats that fit casual daily use. ## Related on Trend Hunter - [Protein Instant Coffees](https://www.trendhunter.com/trends/protein-instant-coffee.md) - [Ready-Made Proffee Powders](https://www.trendhunter.com/trends/ready-made-proffee-powders.md) - [Protein-Rich Iced Coffee Mixes](https://www.trendhunter.com/trends/myprotein-protein-iced-coffee.md) - [Protein-Fortified Lattes](https://www.trendhunter.com/trends/Bones-Coffee.md) - [Coffee-Flavored Overnight Oats](https://www.trendhunter.com/trends/mush-mocha-latte-protein-overnight-oats.md) - [Protein-Rich Cold Brew Coffees](https://www.trendhunter.com/trends/prs-protein-coffee.md) - [Artisanal Protein Beverages](https://www.trendhunter.com/trends/premier-protein-coffeehouse.md) - [Protein-Coffee Drink Sticks](https://www.trendhunter.com/trends/proffee-stix.md) - [Unsweetened Espresso Protein Coffees](https://www.trendhunter.com/trends/polar-joe-espresso-protein.md)