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SEATTLE, Usa – Starbucks announced that, starting September 29, all company-owned stores in the U.S. and Canada will feature a new lineup of protein-rich beverages, including Protein Lattes and customizable Protein Cold Foam. The move represents a key pillar in Starbucks’ broader “Back to Starbucks” strategy, focused on modernizing its menu and appealing to evolving consumer preferences.
According to the company Starbucks, a grande (16 oz) Protein Latte will deliver 27–36 grams of protein, while Cold Foam toppings will add approximately 15 grams of protein per beverage. Iced drinks with Cold Foam will now feature between 19–26 grams of protein. Customers will also be able to customize any milk-based beverage with Protein-boosted 2% milk, adding 12–16 grams of protein per serving without additional sugar.
“Our new protein beverages tap into the growing consumer demand for protein in an innovative, premium and delicious way that only Starbucks can deliver,” said Tressie Lieberman, Starbucks Global Chief Brand Officer.
Riding the Protein Trend
The launch aligns with a clear market opportunity. The 2025 IFIC Food & Health Survey shows that 70% of Americans are actively trying to consume more protein, making it the most sought-after nutrient for the fifth consecutive year. This trend has fueled the growth of functional beverages that promise additional health benefits beyond hydration or caffeine.
Starbucks’ Protein Cold Foam also capitalizes on the surging popularity of cold foam itself — used in 1 of every 7 beverages sold by the company and growing 23% year-over-year.
Menu Innovation Strategy
The protein beverage rollout is the first product innovation to emerge from Starbucks’ “Starting 5” program, which tests new items in five pilot stores to gather barista and customer feedback before scaling nationwide. Starbucks sees this iterative approach as crucial to staying ahead of competitors and ensuring that its menu remains both relevant and exciting.
In addition to protein innovation, Starbucks has been updating its menu over the past year, including eliminating extra charges for non-dairy milk alternatives (November 2024) and introducing sugar-free matcha and coconut water cold brew tests earlier this year.
Competitive positioning
Industry analysts see the move as part of Starbucks’ effort to defend its market share in a competitive coffee landscape, where functional beverages are becoming a key growth driver. Chains like Dunkin’ and Panera have already experimented with high-protein or “better-for-you” menu items, and Starbucks’ scale gives it the ability to popularize the category at a national level.
With these changes, Starbucks is positioning itself not just as a coffeehouse but as a functional beverage destination, appealing to health-conscious consumers seeking protein, customization, and flavor variety.
