Starbucks Launches New Protein-Latte Line Amid Turnaround Efforts

SEATTLE, Washington — Starbucks unveiled a new protein-infused beverage lineup on September 29, aiming to revitalize its brand during a challenging period.

The coffee giant introduced various protein lattes and cold foam drinks as part of its year-round menu in the U.S. and Canada. Following the announcement, Starbucks shares climbed more than 2%, reducing year-to-date declines to under 7%.

According to a Wells Fargo research note, these protein drinks are seen as a potential catalyst for increasing U.S. sales. Analysts estimate this launch could add approximately 250 basis points, or 2.5 percentage points, to same-store sales, translating to an estimated $720 million in revenue if customer add-ons reach 10%.

Tressie Lieberman, Starbucks’ global chief brand officer, stated, “As we continue to get back to Starbucks, we’re focused on modernizing our menu with innovative products that will resonate with our customers.”

Starbucks offers several options in its new protein lineup, including the Iced Banana Cream Protein Matcha and Iced Vanilla Cream Protein Latte, both featuring between 24 and 26 grams of protein. Additionally, customers can add about 15 grams of protein by opting for protein cold foam in existing drinks.

These moves are part of CEO Brian Niccol’s broader ‘Back to Starbucks’ strategy, which includes store closures and restructuring efforts aimed at improving customer experience and financial performance.

Citing ongoing challenges, analysts caution that overcoming profitability issues will require more than just new products. Starbuck’s core North American comparable store sales may remain flat as rising coffee prices and operational costs weigh on its financial outlook.

“While the near-term outlook may remain choppy, the new protein offerings could tap into health trends and broaden Starbucks’ customer base,” noted another Wells Fargo analyst.