Starbucks launches protein drinks to modernize menu amid consumer demand

In the United States and Canada, Starbucks has announced the introduction of new protein cold foams and lattes scheduled for September 29. This move comes as part of a broader strategy led by CEO Brian Niccol to modernize the menu and cater to the growing consumer craze for high-protein products, which has significantly gained traction in recent years. The new protein beverages will feature a variety of flavors including banana, vanilla, chocolate, and seasonal options like pumpkin and pecan. Starbucks emphasizes that the protein content of these drinks ranges from 15 to 36 grams per grande beverage, offering customers more nutrition as they seek healthier drink alternatives. This initiative aims to rejuvenate the coffee chain's offerings following a slowdown in revenue last year. In response to this dip in sales, Starbucks is optimizing its menu with relevant and innovative products that align with current consumer trends. The company's global chief brand officer, Tressie Leiberman, expressed confidence that these new drinks will resonate well with their customer base, tapping into a lifestyle trend that values higher protein intake for health benefits. Starbucks had previously piloted a banana-flavored protein cold foam, which indicated positive reception and encouraged the wider rollout of these new drinks. The significant demand for protein-enhanced beverages is reflected in industry statistics showing a marked increase in the availability of such products in recent years. Overall, Starbucks is positioning itself strategically to take advantage of this trend by introducing these new offerings at a time when consumer interest in protein-rich foods and drinks is climbing rapidly.