# Matcha-Fueled Crispy Treats B.T.R. Nation x Blue Bottle Coffee Made a Matcha Honey Crispy Treat By Laura McQuarrie | Published 2025-06-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/matcha-honey-crispy-treat References: [nosh](https://www.nosh.com/news/2025/new-products-favalicious-does-pasta-b-t-r-nation-teams-with-blue-bottle-heyday-soup-ifies-lasagna) & [instagram](https://www.instagram.com/p/DLVdMYYPPxX/)  [B.T.R. Nation](https://www.trendhunter.com/trends/protein-bar-sampler) teamed up with [Blue Bottle Coffee](https://www.trendhunter.com/trends/superfood-protein-bar) to launch Matcha Honey Crispy Treat, a chewy, crunchy treat powered by simple ingredients such as brown rice crisps. The B.T.R. Nation x Blue Bottle Coffee treat gets its vibrant, earthy color and taste from [matcha](https://www.trendhunter.com/trends/matcha-mania), plus a touch of sweetness from a natural source. Additionally, the free-from bar avoids dairy, gluten and soy, all while nourishing, energizing, and providing a better-for-you experience of a nostalgic snack. Adults crave the joy of childhood treats, reimagined to align with grown-up values—healthier ingredients, mindful indulgence, functional benefits, and a touch of sophistication—and this crispy treat satisfies on multiple counts. The co-branded Matcha Honey Crispy Treat is now available at Blue Bottle cafes nationwide. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 10% | Activity: 11% | Freshness: 42% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Mindful Indulgence Snacks:** This trend taps into consumer desires for nostalgic treats that offer both indulgence and health-conscious attributes without compromising on taste. - **Natural Energy Boosts:** The incorporation of matcha and natural sweeteners highlights an interest in snacks that provide sustained energy and focus, appealing to busy professionals and health enthusiasts. - **Simple Ingredient Movement:** There's a growing demand for products with minimal, clean ingredients that are nutritious and free from common allergens, reflecting a shift towards transparency and simplicity in food choices. ### Who This Affects Most - **Functional Foods:** This industry benefits from the innovation of snacks that combine taste with health benefits, meeting a growing consumer demand for food that supports physical and mental well-being. - **Collaborative Branding:** Strategic partnerships between brands, such as between B.T.R. Nation and Blue Bottle Coffee, signify a trend towards co-branded products that expand market reach and enhance brand equity. - **Alternative Snack Market:** Emerging products that challenge traditional snacks by offering allergen-free and nutrient-rich alternatives are reshaping consumer expectations and expanding market potential. ## Related on Trend Hunter - [Spiced Superfood Snack Bars](https://www.trendhunter.com/trends/superfood-protein-bar.md) - [Crispy Matcha Edibles](https://www.trendhunter.com/trends/matcha-crispy-rice-bar.md) - [Protein Rice Crisp Treats](https://www.trendhunter.com/trends/protein-rice-treats.md) - [Grain-Free Rice Bars](https://www.trendhunter.com/trends/magic-spoon-1.md) - [Better-For-You Marshmallow Bars](https://www.trendhunter.com/trends/crispy-rice-bars.md) - [Pretzel-Packed Crispy Rice Treats](https://www.trendhunter.com/trends/rice-krispies-treats-bliss-bars.md) - [Fruity RTD Matcha Lattes](https://www.trendhunter.com/trends/strawberry-matcha-almond-milk.md) - [Roastable Rice Crisp Snacks](https://www.trendhunter.com/trends/solo-stove-and-rice-krispies-treats.md) - [Multi-Benefit Matcha Cookies](https://www.trendhunter.com/trends/organic-matcha-coconut-cookie.md)