Go Ahead, Grab Some Protein With Your Java: Starbucks Jumps on the High-Protein Bandwagon
Customers adding protein powder to Starbucks coffee prompted a change in the coffee recipe.
Starbucks is jumping on the high-protein trend by adding protein to its cold foam coffee! With the craze of Ozempic taking the world by storm, Starbucks CEO Brian Nicol is catering to the ever-growing consumer base seeking protein-packed beverages.
Nicol shared, "I've seen customers coming in, ordering shots of iced espresso, and bringing their own protein. I thought, why not make this experience easier for them?" He's right, and Starbucks is living up to the challenge.
The protein powder will be versatile, applicable to any flavor of cold foam currently available. The new addition is currently being tested in five US locations, with plans for a launch soon.
Starbucks isn't new to the protein game. In 2008, they introduced the Vivanno smoothie line, though they discontinued it in 2018. The company also launched a protein drink in the UK in 2024. Competitors Dutch Bros Coffee and Smoothie King have already climbed aboard this protein train, incorporating more protein into their product lineup.
A high-protein diet is beneficial for maintaining muscle mass in people taking appetite-suppressing medications like Ozempic and Wegovy. It's estimated that around 18 million Americans will be taking GLP-1-based medications by 2029. So, it's no surprise that Starbucks is jumping on this trend boat!
Also Worth a Look:
- Fast food ads may face restrictions in Kazakhstan
- Proposed excise tax on sweet non-alcoholic beverages ineffective, say producers
[Enrichment Data Added]
The Scoop:
What's the Dish?
Starbucks is embracing the high-protein craze by incorporating protein into its cold foam coffee. With the protein shake market worth a staggering $6 billion[3], Starbucks is hoping to cash in by launching a banana-flavored protein cold foam, containing 15 grams of protein. Customers can pair this new protein-rich delight with their favorite cold beverages, such as sugar-free vanilla lattes[4]. This move is part of Starbucks' strategic efforts to innovate and improve the customer experience[3].
Why Ozempic and GLP-1 Medications?
The popularity of Ozempic, along with GLP-1 medications, and Starbucks' new protein cold foam are both powered by health and wellness trends. However, they are not directly linked. Ozempic and GLP-1 medications have gained attention due to their potential in weight management and metabolic health, contributing to broader conversations about health and dietary changes. Starbucks' protein cold foam, on the other hand, is a direct response to customers seeking protein-rich foods and drinks. Although they aren't directly related, both phenomenon reflect an increasing focus on health and wellness in today's society.
- Starbucks' new protein cold foam, containing 15 grams of protein, is a testament to the booming health-and-wellness and fitness-and-exercise trends.
- The increasing popularity of leaner, protein-packed diets is not coincidental; it's driven by consumer interest in nutrition and healthy-diets.
- With an estimated $6 billion in the global protein shake market [3], Starbucks is positioning itself strategically in the food-and-drink business.
- In the realm of lifestyle, the integration of protein into everyday items like coffee shows a growing emphasis on incorporating protein into various aspects of daily life, including cooking.
- The growing number of people opting for appetite-suppressing medications like Ozempic and Wegovy calls for a heightened focus on maintaining muscle mass through a balanced diet, potentially fueling the demand for protein-rich meals and beverages.
- As competitors like Dutch Bros Coffee and Smoothie King already cater to this demand, it's clear that the high-protein trend is here to stay, with businesses across the food-and-drink spectrum looking to capitalize on it.
