Starbucks is testing a new protein cold foam in a desperate attempt to boost sagging sales and compete in the booming protein beverage market. Will this be their saving grace?
Starbucks is launching a protein-packed cold foam in a bid to revitalize its menu and compete in the growing protein beverage market. The banana-flavored foam, boasting 15 grams of protein, will be paired with a sugar-free vanilla latte and tested in five US locations. This move is part of CEO Brian Niccol's broader strategy to modernize the Starbucks menu, including cutting 30% of existing items while adding new food and drinks. The company is also experimenting with in-store baking, starting with a croissant and double chocolate cookie. This initiative comes as the protein shake market explodes to $6 billion, dominated by brands like Core Power and Muscle Milk. Meanwhile, Starbucks is exploring AI integration in 35 locations to speed up service and is reportedly considering selling a stake in its underperforming China unit.
