Coffee just got a major upgrade. Starbucks has launched protein-enriched beverages across its US and Canadian stores, delivering up to 36 grams of protein per grande (16-ounce) serving. The move marks the coffee giant’s boldest play yet in the booming functional beverage market.
The new lineup, which rolled out on 29 September 2025, features Protein Cold Foam toppings and specially crafted Protein Lattes. Both use premium whey protein blended into drinks that taste nothing like your gym’s chalky protein shake.
“We’re focused on modernising our menu with innovative, relevant, and hype-worthy products that will resonate with our customers,” said Tressie Lieberman, Starbucks global chief brand officer. “Our new protein beverages tap into the growing consumer demand for protein in an innovative, premium and delicious way that only Starbucks can deliver.”
Why Protein? Why Now?
The timing couldn’t be better. According to the 2025 IFIC Food & Health Survey, 70% of Americans actively seek protein in their diet. For the fifth consecutive year, protein remains the most sought-after nutrient, with 8 in 10 Americans prioritising it daily.
Starbucks’ new Protein Lattes and Cold Foam drinks deliver up to 36 grams of protein per grande serving
This protein obsession spans multiple demographics:
- Gen Z fitness enthusiasts tracking macros on TikTok
- GLP-1 medication users (think Ozempic) needing muscle maintenance
- Busy professionals wanting nutrition on the go
- Health-conscious consumers tired of sugary specialty drinks
Market data from Datassential shows that roughly a third of US consumers now prioritise high-protein options, up from just 24% three years ago. The shift represents a fundamental change in how people view their morning coffee ritual.
What’s on Offer?
Starbucks Protein Cold Foam adds approximately 15 grams of protein per grande to any cold beverage. Available in eight flavours – including a new banana option alongside vanilla, chocolate, matcha, salted caramel, brown sugar, and plain – the cold foam costs about $3 AUD extra per drink.
The Protein Lattes deliver even more punch, with 27-36 grams of protein per grande. Standout options include:
- Iced Banana Cream Protein Matcha – 24g protein with vibrant unsweetened matcha
- Sugar-Free Vanilla Protein Latte – 27-29g protein, zero added sugar
- Protein Matcha – 28-36g protein, available hot or iced
- Vanilla Protein Latte – 27-29g protein with signature espresso
Customers can also customise any milk-based beverage with protein-boosted 2% milk for roughly $1.50 AUD, adding 12-16 extra grams of protein to lattes and other drinks.
The Taste Test Verdict
Early reviews suggest Starbucks has nailed the execution. Tasting Table praised the chocolate protein cold foam as having “a dark, rich, pure chocolate flavour” without being “too sweet in the slightest.” The texture reportedly feels “decadent and sumptuous,” with no powdery aftertaste.
Chowhound’s reviewer, typically a black coffee purist, was equally impressed. “The unsweetened cold foam provided the perfect counterbalance to the bitter cold brew,” they wrote, noting the whey flavour was “almost entirely masked.”
The Iced Banana Cream Protein Matcha has emerged as an unexpected favourite, with beverage developer Sakthi Vijayakumar explaining: “The sweet, creamy texture of banana protein cold foam pairs beautifully with our smooth and vibrant matcha latte, creating a beverage that’s as protein packed as it is delicious.”
The Business Strategy Behind the Buzz
This launch represents more than menu innovation – it’s a strategic repositioning. Michael Della Penna, chief strategy officer at InMarket, told Fortune that the move “marks a shift towards re-engaging those health-conscious consumers who might’ve switched to another shop or started making protein coffees at home.”
Starbucks tested these products through its “Starting 5” innovation programme, gathering feedback from baristas and customers at five stores before the full rollout. The approach differs from traditional product development, reflecting CEO Brian Niccol’s commitment to data-driven decision-making.
The protein line joins other recent wellness initiatives:
- Removing extra charges for non-dairy milk (November 2024)
- Eliminating sugar from matcha powder (resulting in 40% sales increase)
- Launching Starbucks Iced Energy (5 calories, 0g sugar)
What Nutritionists Say
Not everyone’s convinced the extra protein is necessary. Melissa Fernandez, dietitian and assistant professor at the University of Ottawa, called the protein craze one of her “pet peeves” when speaking to CBC News.
“Do you really need extra protein in your coffee?” she questions, noting that most people already consume adequate protein through regular meals.
However, for those already prioritising protein intake – whether for fitness goals, medical reasons, or satiety – the convenience factor is undeniable. It transforms a daily ritual into a functional meal component.
Starbucks Protein Lattes are here. Well, guess what, guys? The sugar-free option still contains 19 grams of sugar. I’m debating whether to order. pic.twitter.com/kL4YRzIk6r
— Amy G (@amynys) September 29, 2025
Looking Ahead
Starbucks plans to launch ready-to-drink protein beverages in grocery and convenience stores across the US in 2026, extending the line’s reach beyond coffeehouses.
The company is also testing coconut water-based beverages (Coco Matcha and Coco Cold Brew) and continues expanding its wellness-focused menu. With cold foam usage growing 23% year-over-year and appearing in one of every seven Starbucks beverages, protein additions seem poised for mainstream adoption.
The Bottom Line
Starbucks protein drinks represent smart business meeting genuine consumer demand. Whether you need them nutritionally is debatable. Whether they taste good? Reviews suggest absolutely.
For health-conscious coffee drinkers who’ve been DIY-ing protein powder into their lattes, this professionalises the process. For everyone else, it’s simply another customisation option in Starbucks’ endless menu of possibilities.
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FAQs
1.Are Starbucks protein drinks vegan?
No, the protein drinks use whey protein, which is dairy-based. Starbucks has not announced plant-based protein options yet.
2.How much do Starbucks protein drinks cost?
Protein Cold Foam costs approximately $3 AUD to add to any cold drink. Protein-boosted milk costs about $1.50 AUD. Complete Protein Lattes range from $6.50-$8 AUD depending on location.
3.How much protein do Starbucks protein drinks have?
Protein Cold Foam adds 15g protein per grande. Protein Lattes contain 27-36g protein per grande depending on the drink.
4.Do Starbucks protein drinks taste chalky?
Early reviews suggest no chalky taste or powdery texture. The whey protein is reportedly well-integrated into the drinks.
5..Can I add protein to any Starbucks drink?
You can add Protein Cold Foam to any cold beverage. Protein-boosted milk can be substituted in any hot or iced drink where milk is part of the recipe (lattes, iced shaken espresso, etc.).
