Starbucks will roll out protein-packed lattes and cold foam nationwide on Sept. 29, aligning its menu with a growing U.S. appetite for high-protein foods and beverages. The launch, set to coincide with National Coffee Day, marks the chain's latest move under its "Back to Starbucks" turnaround strategy to modernize offerings and target health-conscious consumers.
"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.
The new lineup includes Protein Lattes and customizable Protein Cold Foam, which will be available in flavors such as banana, vanilla, matcha, chocolate, brown sugar and salted caramel, along with seasonal options like pumpkin. The company said its cold foam, first introduced nationwide in 2018, has become one of the most popular drink modifications, now topping one in every seven beverages sold.
Starbucks' protein-boosted milk, crafted by baristas by blending 2% milk with unflavored protein powder, will be used in the new lattes and available as a customizable option across the menu. The company said the beverages will provide between 15 and 36 grams of protein in a 16-ounce grande serving, depending on the drink. Grande Protein Lattes will contain 27 to 36 grams of protein, while beverages topped with protein cold foam will deliver 19 to 26 grams.
The move positions Starbucks to capture demand from two major consumer groups: those seeking healthier, more satiating beverages and the millions of Americans using GLP-1 weight-loss drugs such as Ozempic and Wegovy. Researchers say maintaining protein intake is crucial for patients taking these drugs to preserve muscle mass. Nearly 18 million Americans are expected to be prescribed GLP-1 drugs by 2029, according to UBS.
The protein push comes amid rising demand across the food-and-beverage industry. Datassential, a research firm tracking restaurant menus, reported that 33% of U.S. consumers in the second quarter of 2025 said they "loved" high-protein offerings, up from 24% in 2022. Chains such as Dutch Bros Coffee and Smoothie King have added protein-centric items, highlighting how far the trend has spread beyond gyms into mainstream dining.
Starbucks is also looking to build on recent momentum. The company said last week it recorded its best-ever sales week in U.S. company-operated stores, driven by the annual return of its pumpkin spice lattes and autumn beverages. Analysts said the new protein-focused menu items could help sustain that momentum, particularly among younger consumers gravitating toward functional, customizable drinks.
The Seattle-based coffee giant first experimented with protein smoothies in 2008 with its Vivanno line, which was discontinued in 2018. More recently, Starbucks tested protein drinks in select markets earlier this year and introduced a protein beverage in the U.K. in 2024. The National Coffee Day launch marks its broadest U.S. foray into the category yet.
