Nut butter coffee is France’s latest Instagram-worthy wellness trend. Brussels-based coffee shop Buddy Buddy, the world’s first nut-butter coffee bar. Launched in 2020, the shop turned a surplus-nuts experiment into its signature latte program, and expanded to Paris, where the peanut-butter latte craze took off. Their now signature €5.50 “Le Buddy” latte promises a “sustained, balanced energy boost” from the added protein, tapping into Gen Z’s desire for functional indulgence. We’ve been seeing food that feels like a treat but comes with a health halo trending, designed to perform as well on Instagram as it does in their bodies. The shop has attracted celebrity fans like former New Zealand Prime Minister Jacinda Ardern and even scored a collaboration with Ariana Grande’s r.e.m. Beauty for a purple ube-based “Dream Buddy” latte, named after r.e.m. Beauty’s dream motif. With it’s virality, a location is even launching in Manhattan this November. (Financial Times)
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