The high-protein trend is coming for your Starbucks order

Business Insider

2 days ago

Starbucks may unleash the next wave of protein coffee, or "proffee," posts on TikTok if its new menu item brews up the excitement execs hope it will.
The coffee giant plans to release its new protein cold foamby the end of this year, capitalizing on the growing trend of making even your coffee a health drink, popularized by gym bros and Gen Z.
"In late Q4, we'll introduce protein cold foam," CEO Brian Niccol told investors during the company's Q3 earnings call on Tuesday. "It taps into what has become one of our most popular modifiers — cold foam, which grew 23% year-over-year. Protein cold foam with no added sugar is an easy way to add 15 grams of protein to virtually any cold beverage. And customers can also add the flavor of their choice."
Since debuting cold foam as a topping in 2014, Starbucks has expanded its flavor options to include offerings like vanilla, brown sugar, pumpkin spice, and raspberry cream.
Starbucks is in the middle of a revitalization campaign, intending to reverse slumping sales and renew diminished consumer interest. In addition to remodeling stores with ceramic dishes and comfy chairs to encourage visitors to stay longer and bringing back the self-serve condiment bar, Niccol has also aimed to streamline the store's menus, announcing plans to cut 30% of its offerings and changing the pricing structure for add-ons like syrups.
In the hourlong call, during which Starbucks announced that it had beat analyst expectations on revenue but missed on earnings, Niccol appeared animated by new protein-focused menu items, mentioning "protein" at leasteight times.
"As we move further into 2026, expect more experiential beverages and nutritious, satisfying bites for the afternoon day part," Niccol said. "This month, we'll start testing new coconut water-based tea and coffee beverages in select markets, and we'll lean into customer needs with upcoming tests of gluten-free and high-protein options to create food that's as artisanal as our beverages."
Michael Della Penna, chief strategy officer at the digital advertising research firm, InMarket, which publishes regular reports on fast-casual restaurant customer loyalty, told Business Insider that the demand for high-protein drinks and food options has been accelerating over the last 3-5 years.
A study by Cargill found that more than 60% of Americans increased their protein intake in 2024 — a rise from 48% in 2019. Gen Z, in particular, loves a high-protein option and tends to prefer customizable menu offerings and cold beverages, Della Penna said, making an optional protein add-on like cold foam a perfect blend to capture trending tastes.
"The other interesting part of it is the routine that a drink like that can create for a consumer," Della Penna said. "By introducing protein, that's a great way to get a consumer back as they move about their daily lives, particularly when going to work out and then stopping to get a cold brew with a scoop of protein. That creates that sort of repeatable pattern of visitation and purchase that a drink like that can offer to a segment within their customer base."
With Gen Z and fitness fans in mind, move over, pink drink — it's protein's time to shine.