Cold Foam, Hot Trend: Starbucks Joins the Protein Craze
Starbucks is testing a banana-flavored protein cold foam at select locations, tapping into the growing consumer obsession with high-protein everything
Protein is popping up everywhere—from popcorn to your TikTok feed and now, your Starbucks order. The coffee giant is testing a banana-flavored protein cold foam atop a sugar-free iced latte at select U.S. stores.
The new menu item, part of Starbucks’ “Starting Five” test program, was unveiled at the company’s recent Leadership Experience event in Las Vegas. Though the company has shared few specifics, the protein cold foam is said to contain 15 to 18 grams of protein and may expand to other flavors.
Starbucks may be responding not just to rising health consciousness but to the surge in GLP-1 usage, as more consumers seek high-protein options to support muscle maintenance during weight loss.
The protein push also joins another new wellness-focused offering from Starbucks. The company recently partnered with Sol-ti, a San Diego-based brand known for its functional beverages, to offer a line of organic SuperShots at select locations. The 2.1-ounce cold-pressed shots are available in turmeric and ginger.
Starbucks isn’t the only brand betting on protein’s staying power. Khloe Kardashian recently launched Khloud, a wellness brand debuting with a whole-grain protein popcorn that hit Target shelves in late April. The company closed an oversubscribed $12 million funding round, with backing from Serena Ventures, William Morris Endeavor and Shrug Capital, according to TechCrunch. Kardashian told the publication that Khloud plans to expand into additional snack categories.
Investors appear bullish on protein, too. Look no further than David, the protein bar brand packing 28 grams per bar and co-founded by RXBar’s Peter Rahal, which just closed a $75 million Series A round. The raise follows $10 million in seed funding last year, bringing total funding to $85 million.
And it’s not just about adding protein; it’s also about optimizing it. A new supplement called amplifyeP24 is focusing on how efficiently the body absorbs the protein people already consume. The enzyme capsule, designed to break down both animal- and plant-based proteins into more absorbable amino acids and peptides, claims to boost protein absorption by more than two times.