Everything is being protein-ified. Now it’s Starbucks’ turn.
Consumer and retail brands have ventured beyond powder in an attempt to capture health-conscious customers who might search for their protein fix in every day bites like cereal or popcorn. Now the coffee chain, known for its sugary speciality drinks, wants in.
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 declined to provide additional comment to Fortune.
Now Starbucks is trying to reclaim its business and boost a healthier image to increasingly protein-obsessed customers.
“Historically, many of the Starbucks specialty drinks have had connotations of being more sugary or higher-calorie,” Michael Della Penna, chief strategy officer at InMarket, told Fortune. “This introduction of protein cold foams marks a shift towards re-engaging those health-conscious consumers who might’ve switched to another shop or started making protein coffees at home.”
The global chain is the first major coffeehouse to introduce protein-packed espresso drinks to its menu, but the trend is industry-wide.
“Protein is certainly having a macronutrient moment,” Matt Bachmann, CEO of Wandering Bear Coffee, a New York-based cold brew company, told Fortune.
Bachmann’s company is releasing a protein-based cold brew coffee later this month, using nutrition as a “north star.” Internal research showed that among iced coffee drinkers, “high protein” is the most common general diet guideline followed, Bachmann said.
“I believe for many credible reasons protein has staying power,” Bachmann said. “But the bigger trend here is about general wellness and nourishment from the foods we eat.”
Food scientist Bryan Quoc Le told Fortune the strong trend for consumers seeking to increase their protein intake is a part of a wide movement as consumers are realizing that high protein consumption is correlated to losing weight and gaining muscle.
“Additionally, many consumers… hope to gain functional benefits from their coffee consumption,” said Quoc, who has a Ph.D. in food science from the University of Wisconsin.
“Starbucks is transforming a treat-based ritual into a functional habit,” Orr said. “Framed well, it lets customers feel virtuous about a daily coffee while simplifying morning decisions. It adds options beyond the 390-calorie pumpkin spiced latte.”
