Starbucks is testing a new menu item designed to give customers a protein boost along with their morning caffeine fix. The coffee giant is piloting a banana-flavored protein cold foam at select locations across the U.S., a Starbucks spokesperson confirmed to CBS MoneyWatch. This protein foam is served with the company’s iced latte.
Protein-based drinks and snacks have gained immense popularity in recent years. The sector, now valued at \$6 billion according to Beverage Digest, has seen a rise in celebrity-driven products like Khloé Kardashian’s Khloud protein popcorn. Starbucks’ move into the protein beverage market comes as part of a larger trend, with celebrities and brands targeting health-conscious consumers.
The new protein cold foam is currently being tested at five Starbucks locations, according to CNN. This test is part of the company’s broader strategy to refresh its menu. Starbucks is rolling out various new products under a program called the “Starting Five,” which includes other items like the Strato Frappuccino and in-house baked croissants.
Starbucks plans to assess these products at the test locations before deciding whether to introduce them nationwide. The company is also working to streamline its menu by reducing food and beverage offerings by 30% by the end of Fiscal Year 2025. This simplification is aimed at creating a more intentional and tailored experience for customers, with each drink being prepared with greater care and precision, according to the company’s online statement.
The menu overhaul comes amid financial challenges for Starbucks, with sales remaining relatively flat in 2024 and early 2025. “Our results do not reflect the strength of our brand,” said Rachel Ruggeri, the company’s chief financial officer, following the release of its 2024 Fiscal Year results.
In a bid to improve sales and attract more customers back to its stores, CEO Brian Niccol introduced the “Back to Starbucks” restructuring plan in September 2024. This ongoing initiative includes operational upgrades and a refreshed barista dress code, emphasizing the signature green apron that has become a hallmark of the brand.
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