"Starbucks is rolling out a protein-rich product line starting Sept. 29. Its new protein cold foam and protein lattes aim to capitalize on the growing cohort of health-conscious consumers, from Gen Z TikTokers to GLP1 users, experts tell Fortune. The products also may substitute a viral trend that had customers act as their own mixologists in the coffee chain's drive thru."
"Starbucks will offer sugar-free and unsweetened iterations of its protein cold foams and lattes, per the company's Tuesday announcement. The new product line is a push to modernize its menu with "hype-worthy products," 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," Lieberman added."
Starbucks will introduce protein cold foam and protein lattes in U.S. and Canada beginning Sept. 29, with a 16-ounce grande containing up to 36 grams of protein. The offerings include sugar-free and unsweetened options and are framed as premium, protein-forward menu items. The rollout aims to attract health-conscious consumers across demographics, including Gen Z social-media users and GLP-1 medication users. The product line also seeks to capture interest from a prior viral DIY protein coffee trend in which customers mixed protein shakes with espresso. The initiative is positioned as a modernization of the menu toward high-demand protein choices.
Read at Fortune
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