Starbucks wants to be your afternoon wellness stop with protein drinks and fiber snacks

"Starbucks is in its wellness era. The coffee giant is doubling down on healthy drink and snack options, because that's "how people want to eat," especially in the afternoon, CEO Brian Niccol said during Starbucks' first-quarter earnings report on Wednesday. "You'll continue to see us push against the health and wellness platform going forward," Niccol said. "In beverage, I think it is going to be this personalized energy that can be executed as still, sparkling, and blended, so there's a pipeline for that platform.""

"Niccol said there's a real opportunity to ensure Starbucks offers food people are excited to make part of their afternoon "reset," including snackable options heavy on protein and fiber. Starbucks saw big success with customers following the September 2025 rollout of its protein cold foams and enriched drink options, which the company previously credited with helping break a seven-quarter sales slump."

"In early January, Starbucks launched a partnership with Khloé Kardashian's Khloud popcorn, a protein-enriched kettle corn snack, and debuted its truffle, mushroom, and Brie egg bites, highlighting its protein content in marketing materials. Niccol didn't share more specifics on the wellness expansion on Wednesday's earnings call, but CFO Cathy Smith said the protein launch has been a traffic driver, offering Starbucks access to new customers on new occasions throughout the day."

Starbucks is prioritizing wellness by expanding health-forward beverages and snacks to match afternoon eating preferences. The beverage strategy targets personalized energy drinks offered still, sparkling, and blended. Snack development emphasizes snackable items high in protein and fiber designed to become part of an afternoon "reset." A September 2025 rollout of protein cold foams and enriched drinks helped reverse a seven-quarter sales slump and boosted customer engagement. New product moves include a protein-enriched Khloud popcorn partnership and truffle, mushroom, and Brie egg bites promoted for protein. Protein-focused launches have driven store traffic and attracted new customers and occasions.

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