By Amelia Lucas
Starbucks plans to tap into consumers’ protein obsession by launching protein-packed cold foam and lattes starting Sept. 29.
From “gym bros” to users of GLP-1 drugs like Ozempic, many Americans are trying to consume more protein, with the goal of building or maintaining their muscle mass and feeling more satiated after meals. Roughly a third of U.S. consumers said they loved high protein in the second quarter of 2025, up from 24% three years ago, according to Datassential, which tracks restaurant menus and consumer preferences.
Customers who add Starbucks’ protein cold foam to their grande beverages can expect about 19 to 26 grams of protein, while the chain’s grande-sized protein latte delivers 27 to 36 grams of protein, the company said.
“As we continue to get back to Starbucks, we’re focused on modernizing our menu with innovative, relevant, and hype-worthy products that will resonate with our customers,” Starbucks Global Chief Brand Officer Tressie Lieberman said in a statement.
The protein cold foam will be available in a variety of flavors, including a new banana flavor, vanilla, matcha, chocolate, brown sugar, salted caramel and plain. Seasonal flavors, like pumpkin, will also be available.
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