Move over, Caramel Macchiato, Starbucks has a new fancy libation that it hopes will flip the script and lead to better sales. This week, the ubiquitous coffee chain began rolling out new protein-infused drinks.
Customers will see new protein lattes, matchas and cold foam drinks on the menu. Each will contain up to 36 grams of protein per “grande,” the 16-ounce medium-sized drink.
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New flavors available
The lattes come in various flavors, including Sugar-Free Vanilla Protein Matcha, Sugar-Free Vanilla Protein Latte, Protein Matcha and Vanilla Protein Latte. The protein cold foam choices include Iced Banana Cream Protein Matcha, Iced Vanilla Cream Protein Latte and Chocolate Cream Protein Cold Brew.
In addition, customers can add a shot of Protein Cold Foam to any size of their beverage for an additional $2. A shot of protein-boosted milk will go for $1.
The company is touting the new drinks as a way to modernize its menu.
“Our new protein beverages tap into the growing consumer demand for protein in an innovative, premium and delicious way,“ Tressie Lieberman, Starbucks’ global chief brand officer, said in a release.
The new protein drinks will be on the menu year-round, not just seasonally. Additionally, Starbucks states that the new drinks will be available in grocery and convenience stores later this year.
Starbucks’ financial woes
The move comes on the heels of Starbucks’ announcement on Sept. 25 that it was closing 400 underperforming stores and eliminating 900 corporate jobs in North America. The cuts are part of a $1 billion restructuring plan that began last February with about 1,000 layoffs.
The coffee giant is now pushing its “Back to Starbucks” theme in North America, aimed at making the coffeehouse experience more uplifting. CEO Brian Niccol says the company will do that by offering a “warm atmosphere, a welcoming seat, and a sense of belonging.”
The turnaround plan comes after Starbucks reported that its operating income in the third quarter decreased from $1.4 billion in 2024 to $918.7 million in 2025. The company cited headwinds such as additional labor costs and inflation.
