Peet’s Coffee Revives 'Vitality Menu' with Protein Smoothies and Partners with Táche for Winter 2026

Peet’s Coffee has announced its strategic direction for the start of 2026, unveiling a winter menu that prioritises functional nutrition alongside premium plant-based innovation. Running from January through mid-March, the campaign is headlined by the return of the "Vitality Menu" and a first-ever limited-time offer (LTO) collaboration with Táche Pistachio Milk.

The launch targets the "New Year" consumer mindset, blending the demand for protein-rich options with the growing popularity of pistachio as a premium dairy alternative.

The Vitality Menu: Protein Innovation

The chain is expanding its functional beverage portfolio with a lineup of three protein-powered smoothies. Unlike standard fruit blends, these are formulated to deliver a significant macronutrient boost, offering 16g or more of whey protein per medium serving.

The Smoothie Lineup:

☕🍌 Cold Brew Protein Smoothie: A blend of cold brew, oat milk, banana purée, and ice, fortified with 16g+ of whey protein.

🍵🍑 Matcha Peach Protein Smoothie: Mighty Leaf Matcha marbled through a blend of whole milk, banana purée, and peach flavour, containing 19g+ of whey protein.

🍓🍌 Strawberry Protein Smoothie: A fruit-forward blend of strawberry and banana purées with milk and 18g+ of whey protein.

Katie Keil, Chief Marketing Officer at Peet's, commented:

"As our customers reset for the new year, we're excited to continue to bring beverage offerings that are both protein-powered and delicious. Our expanded protein smoothie lineup delivers balanced energy without compromising on flavour."

Strategic Partnership with Táche

Elevating its plant-based proposition, Peet’s has partnered with Táche Pistachio Milk to launch two sophisticated beverages. The collaboration leverages Táche’s reputation for using real pistachios to create a rich, authentic profile without "shortcuts."

The Táche Collection (Hot or Iced):

🌹 Pistachio Rose Latte: Táche® Pistachio Milk paired with rose-flavoured syrup and two shots of Espresso Forte®.

🍵 Pistachio Matcha Latte: A pour of Táche® Pistachio Milk over earthy matcha, lightly sweetened to highlight the nut's natural depth.

Roxana Saidi, Founder & CEO of Táche, stated:

"Peet's shares that same commitment to craftsmanship, which made this partnership feel natural from the start. Our pistachio beverages are rich and nuanced, balanced, and crafted without shortcuts."

CPG Expansion: 'Middle Ground' and Packaging Refresh

Beyond the café, Peet's is executing a significant update to its consumer packaged goods (CPG) business.

Packaging Refresh: A modernised look for core coffee bean packaging is rolling out to grocery stores and online, designed to improve on-shelf visibility and flavour navigation.

New Product: The brand is launching Middle Ground, a proprietary blend of regular and decaffeinated beans. Available at Target stores nationwide in January, this product addresses the growing "half-caff" trend, offering a full-bodied profile with reduced caffeine content.

Additional Seasonal LTOs

Rounding out the winter menu are two expressive beverages and an updated bakery assortment:

Iced Blushing Latte: Strawberry purée, Espresso Forte, and milk.
Lucky Day Latte: Pure matcha blended with Espresso Forte, cold milk, and foam.