Starbucks has long been an innovator in the coffee space.
The chain, for example, reinvented frozen coffee with the Frappuccino, and made cold foam a fixture in coffee shops. Now, the chain has become an innovator in a new space, feeding into the growing trend of consumers wanting more protein.
Cargill released a study in December examining the trend, Protein boom: Why consumers want more protein — and how innovation is rising to meet the demand.
“Because protein delivers so many important health benefits, people are trying to incorporate more of this key macronutrient throughout the day,” Cargill Senior Consumer Insights Director Cory Lommel shared. “…We are also seeing demand for protein-forward options that fit seamlessly into snacks, beverages, and mini-meals.”
Key takeaways of the study included:
- Seventy percent of Americans say they want to consume more protein, up nearly 20% in just three years.
- Cargill’s 2025 Protein Profile research revealed 57% of consumers who look at nutrition labels search for protein.
That’s a trend Starbucks first embraced in its stores, and now, the chain has released new protein-packed ready-to-drink (RTD) beverages to grocery and convenience stores.
Starbucks doubles down on protein
In late September, Starbucks stores in the United States and Canada added Protein Cold Foam alongside a new line of Protein Lattes made with Protein-boosted Milk. These new drinks deliver approximately 15 to 36 grams of protein per grande (16-ounce) beverage.
Cold Foam brings protein to any Starbucks beverage.
“Tapping into the popularity of cold foam, which grew 23% year-over-year and is used in 1 out of every 7 beverages, customers will be able to order Protein Cold Foam — which adds about 15 grams of protein per grande to any cold beverage,” Starbucks shared in a press release.
In addition to its in-store protein offerings, Starbucks has added new RTD iced coffees with protein to its grocery and convenience store lineup.
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The new Starbucks Coffee & Protein beverages blend Starbucks coffee with 22 grams of complete protein, 5 grams of prebiotic fiber, five vitamins and minerals, and 2 grams of sugar.
“Launching March 23, these delicious beverages tap into the growing consumer demand for protein and ‘levels up’ the morning coffee routine with purposeful ingredients – in a way that only Starbucks can,” the company shared in a press release.
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Starbucks Coffee & Protein quick facts:
- Available in two flavors, Classic Caffè and Caffè Mocha, Starbucks Coffee & Protein is rolling out in grocery and convenience stores and online nationwide for a suggested retail price of $3.99 per 12 fl. oz. bottle, the company shared in a press release.
- The company said the new protein drinks are part of its menu modernization strategy, aimed at meeting growing consumer demand for functional and wellness-oriented beverages, according to Food Business News.
Starbucks’ Protein Cold Foam adds about 15 grams of protein and can be added to iced coffee, cold brew, tea, or Refreshers in multiple flavors, according to Starbucks.
Protein Lattes use protein-boosted milk made with whey protein and deliver approximately 27–36 grams of protein in a grande size, the coffee giant shared. - Starbucks executives said the RTD protein drinks are designed for consumers looking for convenient nutrition without sacrificing taste, reflecting broader demand for protein-forward beverage, according to a press release from Starbucks’ partner PepsiCo.
More protein is a growing trend
“This year, 28.4% of U.S. restaurant menus call out ‘protein,’ up from 5.9% a decade ago, according to Datassential.
“Generation Alpha, Gen Z, millennials — these consumers are very active on social media, so they’re constantly being fed this message that you need more protein, and protein helps you gain muscle and makes you stronger,” Julia Mills, a food and drink analyst for market research firm Mintel, told CNBC.
As someone taking a GLP-1 drug for weight loss, I have found the Starbucks drinks a convenient source of added protein. People in a similar situation, however, do have to be careful because the Vamilla Protein Latte has 270 calories, while the sugar-free version only has 200 calories — both somewhat high for a beverage when you’re looking to lose weight.
Starbucks’ protein addition is enough to have a meaningful health impact, according to Sarah Alsing, MS, RD;
“The Protein Cold Foam adds 15 grams of protein to a drink, while the Protein Lattes have up to 36 grams. That’s comparable to a protein shake, with the added bonus of your morning caffeine,” she told Better Homes & Gardens.
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