Starbucks launched a new lineup of protein lattes and cold foam drinks across the United States and Canada on Sunday, introducing drinks that deliver up to 36 grams of protein per grande serving.
This comes as the coffeehouse giant continues on a path of ups and downs financially over the past five years.
The new protein beverage is the company's latest attempt to attract health-conscious consumers while boosting sales.
Among the new Cold Foam offerings, the Iced Banana Cream Protein Matcha delivers 24 grams of protein per grande, combining unsweetened matcha with classic syrup and topped with Banana Protein Cold Foam. The Iced Vanilla Cream Protein Latte provides 26 grams of protein, while the Chocolate Cream Protein Cold Brew offers around 19 grams.
"We were inspired by how matcha and fruit flavors naturally complement each other," said Sakthi Vijayakumar, beverage developer at Starbucks. "The sweet, creamy texture of banana protein cold foam pairs beautifully with our smooth and vibrant matcha latte, creating a beverage that's as protein packed as it is delicious."
The Protein Latte selection includes both regular and sugar-free versions. The Sugar-Free Vanilla Protein Matcha delivers between 28 and 36 grams of protein depending on how it is prepared, while the Sugar-Free Vanilla Protein Latte contains 27 to 29 grams. Traditional versions include the Protein Matcha and Vanilla Protein Latte, both available hot or iced.
Starbucks also introduced customization options allowing customers to add protein to existing drinks. Protein Cold Foam, available in flavors including banana, vanilla, chocolate, matcha, salted caramel and brown sugar, adds around 15 grams of protein for $2 per grande.
The protein-boosted milk option, made daily by baristas using 2 percent milk blended with premium whey protein, can substitute regular milk in any beverage for $1. The add on offers an extra 12 to 16 grams of protein in grande lattes, with the amount of protein varying by beverage.
Restructuring Efforts
The new launch comes amid operational changes as Starbucks works to reverse areas of declining performance. The company announced plans to close underperforming locations and eliminate approximately 900 positions as part of a $1 billion restructuring initiative earlier this month."During the review, we identified coffeehouses where we're unable to create the physical environment our customers and partners expect, or where we don't see a path to financial performance, and these locations will be closed," CEO Brian Niccol said in an letter to employees.
The restructuring will reduce the North American company-operated store count by about 1 percent in fiscal year 2025, affecting support teams and open positions.
Niccol has implemented a new strategy as CEO, moving away from technology and automation toward hiring more staff. The company had previously let go of workers expecting equipment to make up for the short staffing, but such proved inaccurate.
"Over the last couple of years, we've been removing labor from the stores, I think with the hope that equipment could offset the removal of the labor," Niccol said during an investor call in late April. "What we're finding is that wasn't an accurate assumption with what played out."
The protein beverage introduction represents part of Starbucks' broader menu modernization strategy, company executives indicated.
"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," said Tressie Lieberman, Starbucks global chief brand officer. "Our new protein beverages tap into the growing consumer demand for protein in an innovative, premium and delicious way that only Starbucks can deliver."
The company plans to add more items to the menu including new baked goods, dark roast coffee, coconut water beverages, customizable energy drinks, and gluten-free, high-protein food options.