Starbucks Launches Protein Beverages to Capture Health-Conscious Customers

Starbucks has introduced a new menu of protein-rich beverages, including Protein Lattes and Protein Cold Foam drinks, which officially launched on September 29, 2023, in stores across the United States. This initiative is part of the company’s “Back to Starbucks” strategy, initiated by CEO Brian Niccol in 2024. The additions aim to cater to the growing consumer demand for protein, according to Tressie Lieberman, Starbucks Global Chief Brand Officer.

“Our new protein beverages tap into the growing consumer demand for protein in an innovative, premium, and delicious way that only Starbucks can deliver,” Lieberman stated in a company press release.

Cold Foam Innovations and Pricing

At the forefront of this new menu is the flavored Protein Cold Foam, which can be added to various drinks for an additional cost of approximately $2, though prices may vary by location. Each serving of Cold Foam contributes around 15 grams of protein to a grande beverage. Flavors available include:

– Banana
– Vanilla
– Sugar-Free Vanilla
– Chocolate
– Matcha
– Salted Caramel
– Brown Sugar
– Pumpkin (seasonal)
– Pecan (seasonal)
– Plain (unsweetened)

Highlighted Cold Foam beverages include the following:

– **Iced Banana Cream Protein Matcha** – A matcha latte featuring banana protein foam, delivering 24 grams of protein.
– **Iced Vanilla Cream Protein Latte** – Topped with Vanilla Protein Cold Foam, containing 26 grams of protein.
– **Chocolate Cream Protein Cold Brew** – Cold brew layered with chocolate protein foam, offering 19 grams of protein.

Protein Lattes and Additional Options

Starbucks is also offering protein-boosted milk, which baristas prepare daily by blending 2% milk with whey protein. Customers can substitute this milk in any hot or iced milk-based drink for an additional $1, which adds 12 to 16 grams of protein. New signature lattes include:

– **Sugar-Free Vanilla Protein Matcha** – Matcha with sugar-free vanilla syrup, providing 28 to 36 grams of protein.
– **Sugar-Free Vanilla Protein Latte** – Espresso combined with protein milk and sugar-free syrup, containing 27 to 29 grams of protein.
– **Protein Matcha** – Matcha with classic syrup and protein milk, offering 28 to 36 grams of protein.
– **Vanilla Protein Latte** – Espresso with protein milk and sweet vanilla, providing 27 to 29 grams of protein.

The introduction of these protein beverages aligns with Starbucks’ broader strategy to innovate and enhance its menu offerings. This rollout follows recent announcements of the company cutting **900 jobs** and closing over **400 underperforming stores** to realign its resources while focusing on health-conscious innovations. Despite these operational shifts, Starbucks aims to win back customers by tapping into the health-oriented beverage market.