By Yuvraj Tyagi

Copyright timesnownews

Starbucks is leaning into the protein trend with a brand-new menu of Protein Lattes and Protein Cold Foam beverages, which officially launched on 29 September across US stores. The chain announced the additions earlier this month as part of its “Back to Starbucks” turnaround strategy, introduced under CEO Brian Niccol in 2024. According to Starbucks Global Chief Brand Officer Tressie Lieberman, the protein lineup is aimed at meeting rising demand. “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 said in a company news release. Cold Foam Options The highlight of the new menu is Starbucks’ flavoured Protein Cold Foam, which can be added to a wide range of drinks for about $2 more (prices vary by location). Each Cold Foam topping adds roughly 15 grams of protein per grande beverage. Available flavours include: BananaVanillaSugar-Free VanillaChocolateMatchaSalted CaramelBrown SugarPumpkin (seasonal)Pecan (seasonal)Plain (unsweetened) Featured Cold Foam drinks include: Iced Banana Cream Protein Matcha – Matcha latte with banana protein foam (24g protein)Iced Vanilla Cream Protein Latte – Topped with Vanilla Protein Cold Foam (26g protein)Chocolate Cream Protein Cold Brew – Cold brew layered with chocolate protein foam (19g protein) Protein Lattes Starbucks baristas prepare protein-boosted milk in-store daily by blending 2% milk with whey protein. Customers can swap this milk into any hot or iced milk-based drink for an extra $1, which adds 12–16g of protein. New signature lattes include: Sugar-Free Vanilla Protein Matcha – Matcha with sugar-free vanilla syrup (28–36g protein)Sugar-Free Vanilla Protein Latte – Espresso with protein milk and sugar-free syrup (27–29g protein)Protein Matcha – Matcha with classic syrup and protein milk (28–36g protein)Vanilla Protein Latte – Espresso with protein milk and sweet vanilla (27–29g protein) The rollout follows Starbucks’ announcement that it would cut 900 jobs and close more than 400 underperforming stores to realign resources. Despite these shifts, the brand is betting on health-forward innovation to win back customers.