# Protein-Packed Lattes The Vitality Menu at Peet's Coffee Appeals to Gen Z's Love of "Proffee" By Laura McQuarrie | Published 2025-01-08 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/vitality-menu References: [prnewswire](https://www.prnewswire.com/news-releases/peets-coffee-kickstarts-new-year-with-lattes-high-in-protein-and-winter-sips-rich-in-vitamins-c--d-302345227.html) & [peets](http://www.peets.com)  At the start of a fresh calendar year, millions of people recommit to their health and wellness goals, and [Peet's Coffee](https://www.trendhunter.com/trends/peets-coffee-1) launched a new Vitality Menu abundant with beverages to support their resolutions. For health-conscious individuals who resolved to add more protein to their diets, Peet's Coffee unveiled a series of protein-packed lattes prepared with [Bob's](https://www.trendhunter.com/trends/brown-sugar-blondie-mix) Red Mill Whey Protein Powder. These medium-sized beverages boast 20 grams of protein (or more) and deliver the smooth texture and full-flavor experiences people crave. What's more, options like the Vanilla Latte, Golden Latte or Matcha Latte are available hot or iced. "With [Gen Z](https://www.trendhunter.com/trends/peets-coffee-vitality-menu) giving rise to trends like protein coffee or 'proffee,' our Vitality Menu is a game-changing way to fuel the new year," said Kristina Roach, Senior Director of Brand Marketing at Peet's Coffee. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 45% | Activity: 43% | Freshness: 33% - 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) ## Related on Trend Hunter - [Nutrient-Dense Cafe Menus](https://www.trendhunter.com/trends/peets-coffee-vitality-menu.md) - [Cafe Brand Protein Smoothies](https://www.trendhunter.com/trends/peets-vitality-menu-protein-smoothies.md) - [Protein-Fueled Coffee](https://www.trendhunter.com/trends/protein-lattes-1.md) - [Protein-Packed Coffeehouse Drinks](https://www.trendhunter.com/trends/beans-brews-protein-coffee.md) - [Customizable Protein Beverages](https://www.trendhunter.com/trends/cold-foam-drinks.md) - [Protein-Packed New Year Coffees](https://www.trendhunter.com/trends/dutch-bros-protein-coffee.md) - [Cozy Post-Holiday Menus](https://www.trendhunter.com/trends/starbucks-spotlights.md) - [Protein-Infused Holiday Drinks](https://www.trendhunter.com/trends/protein-peppermint-mocha.md) - [Protein-Enhanced Coffee Blends](https://www.trendhunter.com/trends/the-roasted-purpose.md)