Starbucks is adding a new twist to its menu this fall with the launch of protein-rich cold foam and lattes, set to debut on September 29. The move is designed to tap into a fast-growing trend: more Americans are actively seeking higher-protein foods, whether to support fitness goals, maintain energy throughout the day, or simply feel fuller after meals.
According to research firm Datassential, about one-third of U.S. consumers sought out protein-heavy options in the second quarter of 2025—up from just 24% three years earlier. The trend reflects broader health and wellness habits, including increased attention to functional beverages and snacks that combine taste with nutrition.
The new Starbucks offerings deliver a substantial protein boost. A grande drink topped with protein cold foam contains between 19 and 26 grams of protein, while a grande protein latte ranges from 27 to 36 grams. “We are updating our menu with innovative products that connect with our customers,” explained Tressie Lieberman, Starbucks’ Global Chief Brand Officer.
Flavor variety is a key part of the launch. The protein cold foam will be offered in banana, vanilla, matcha, chocolate, brown sugar, salted caramel, plain, and seasonal options such as pumpkin. Since its nationwide introduction in 2018, cold foam has become increasingly popular, appearing in roughly one out of every seven Starbucks drinks. This popularity mirrors a broader shift in consumer preferences, as cold beverages now outsell traditional hot drinks in many markets.
The protein lattes are made using milk blended with protein powder, prepared fresh each day by Starbucks baristas. The chain also plans to make this protein-enriched milk available as an add-on for other beverages, giving customers more flexibility to increase protein content across a range of drinks.
This product launch follows what Starbucks describes as its most successful U.S. sales week, fueled by the return of autumn favorites like pumpkin spice lattes and seasonal specialty drinks. It also underscores CEO Brian Niccol’s strategy to refresh the brand through innovative menu offerings and improved customer experiences. By meeting the growing demand for functional, protein-focused beverages, Starbucks hopes to appeal to both long-time coffee enthusiasts and new customers seeking health-conscious options.