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By Suzanne Blake
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Starbucks is adding new high-protein beverages to its menu as a way to entice more diet- and fitness-focused customers.
Beginning on September 29, new Protein Cold Foam and Protein Lattes will be available at all U.S. and Canada locations.
Why It Matters
High-protein meals and beverages have spiked in popularity among consumers, with grocery stores, quick-service restaurants and recipe creators getting on board with the trend.
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Restaurants have also faced soaring costs while consumers scale back spending because of inflation and economic uncertainty, so new menu items can draw customers and increase revenue in the short term.
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What To Know
The Seattle-based coffee giant first announced it would be testing protein beverages earlier in the year in an attempt to modernize the menu.
"As we continue to get back to Starbucks, we're focused on modernizing our menu with innovative, relevant, and hype-worthy products that will resonate with our customers," Tressie Lieberman, the company's global chief brand officer, said in a statement. "Our new protein beverages tap into the growing consumer demand for protein in an innovative, premium and delicious way that only Starbucks can deliver."
Each new beverage offers 15 to 36 grams of protein per grande or 16-ounce drink.
The protein cold foam will be available in banana, vanilla, sugar-free vanilla, chocolate, matcha, salted caramel and brown sugar, as well as plain. Seasonal flavors for the fall include pumpkin and pecan.
Starbucks' cold foam experienced a surge in popularity with 23 percent year-over-year growth. The company said it is now used in one out of every seven drink orders.
Newsweek reached out to Starbucks for comment via email.
What People Are Saying
Tressie Lieberman, Starbucks' global chief brand officer, in a statement: "As we continue to get back to Starbucks, we're focused on modernizing our menu with innovative, relevant, and hype-worthy products that will resonate with our customers. Our new protein beverages tap into the growing consumer demand for protein in an innovative, premium and delicious way that only Starbucks can deliver."
Alex Beene, a financial literacy instructor for the University of Tennessee at Martin, told Newsweek: "While we've seen a number of major restaurant chains in recent months introduce new items to attract new and returning customers, these additions from Starbucks are a tad different. Expanding into more protein-filled menu options reflects the demand from many customers for more healthy items they perceive will help their health goals rather than deter them."
What Happens Next
Since health-conscious consumers may have historically limited their visits to Starbucks, the new beverages could boost foot traffic and prompt higher revenue over time.
"With these protein drinks, Starbucks is hoping to make a play for customers who historically may have ignored the brand because of feelings that their offerings aren't healthy and may now give them a second look," Beene said.
Correction 9/4/25, 11:43 a.m. ET: This article was updated to reflect the correct spelling of Tressie Lieberman.
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