Starbucks has announced more plans to overhaul its menu to cater to a more health-conscious consumer.
The coffee chain plans to introduce a series of high-protein and gluten-free products over the coming months as part of a broader effort to update its menu.
The move follows recent efforts to attract the post-gym crowd with high protein drinks being made available across the U.S. and Canada.
Why It Matters
The global high-protein food market is estimated to be worth over $52 billion in 2025 and is expected to grow significantly over the coming years.
The high protein menu additions announced by the Seattle-based company signal its intent to muscle in on this fast-growing market.
The shift is part of a broader strategy by CEO Brian Niccol to breathe new life into the coffee brand since taking over last year.
What To Know
Speaking at Fast Company’s Innovation Festival in New York on Tuesday, Niccol explained that Starbucks wants its food to “match the craft of our coffee” and that customers are increasingly asking for menu options that fit a wider range of dietary preferences.
One of the first additions will be a protein cold foam designed to blend with cold beverages.
Starbucks expects the foam to deliver roughly 15–18 grams of protein per serving.
Niccol noted that many customers already bring their own protein powders or mix coffee with protein drinks, and said Starbucks intends to meet that demand directly with a view to tapping into the fast-expanding market.
The company will also expand its gluten-free offerings, aiming to make its food menu more accessible to customers with more restrictive dietary requirements.
The new additions will come just in time for the eagerly awaited return of the Pumpkin Spice Latte and a slew of other beverages looking to recreate its magic such as the Iced Pumpkin Cream Chai, marking for many the true start of Fall.
The 51-year-old chief executive described the effort as part of a long-term plan to simplify the menu—removing slower-selling items while introducing products that align with current consumer habits.
In an open letter to Starbucks partners, shareholders and customers when he joined in September last year, Niccol promised to “get back to what makes Starbucks, Starbucks” and added “our stores have always been more than a place to get a drink.”
Yet the changes he has enacted since taking charge have not been universally welcomed.
Starbucks is facing multiple employee complaints and lawsuits across the United States over the rollout of a new dress code and the expenses associated with it.
What People Are Saying
Brian Niccol, CEO and chairman of Starbucks told Axios: “I was watching people coming to our stores, they would get three shots of espresso over ice. And in some cases, they pull their own protein powder out of their bag, or in other cases, they have a protein drink, like a Fair Life, and they’d pour that into their drink.”