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Starbucks (NASDAQ:SBUX) continues to pull off moves aimed at recapturing its coffeehouse vibe and catering to evolving consumer preferences.
The company is testing a new protein cold foam at five select locations across the United States under a program called “Starting Five,” which uses feedback from both employees and customers to refine new products before a potential national rollout. The new protein cold foam drink is part of a broad effort by the Seattle-based company to overhaul its menu.
The banana-flavored cold foam topping contains approximately 15 grams of protein, derived from a proprietary unsweetened protein powder. This foam is currently being paired with a sugar-free vanilla latte, but Starbucks (NASDAQ:SBUX) has indicated that the protein can be added to any cold foam flavor, allowing for flexibility and customization.
CEO Brian Niccol highlighted that the introduction of protein options is a direct response to consumer demand for healthier, more functional beverages, particularly among younger demographics and those focused on muscle-building or weight management. While a specific nationwide launch date has not been announced, Niccol hinted that the protein cold foam could be available in all stores soon, possibly within months.
In addition to the new protein drink, Starbucks (SBUX) is also testing freshly baked pastries and a new Strato Frappuccino. Even as it tests the new menu items, Starbucks (SBUX) has set a goal to reduce its overall menu by 30% to streamline operations and create a more intentional customer experience.
During the company’s Leadership Experience 2025 event this week, Niccol told managers that the company is going to lead in creating a warm, welcoming coffeehouse experience and lead in menu innovation. Customers can expect to see more tests of new products as part of the Starting Five initiative.