Starbucks Goes All In on Protein

By Nos.3 Brand Team

Coffee culture continues to evolve, and Starbucks’ latest move combines two everyday rituals: caffeine and protein. Starting Today (September 29), stores in the U.S. and Canada will add Protein Lattes and Protein Cold Foam to their menus, giving customers a way to enjoy anywhere from 15 to 36 grams of protein with their daily order.

The launch rides a wave of demand. According to the 2025 IFIC Food & Health Survey, protein has become the nutrient Americans care about most, with 7 out of 10 people saying they’re looking to add more of it every day. For Starbucks, that means turning a morning latte or iced coffee into something closer to a functional snack.

Protein Cold Foam: that silky layer that tops iced drinks, now comes with a boost. Flavors range from banana and chocolate to seasonal favorites like pumpkin and pecan. and The Protein Lattes, are built with protein-boosted milk, delivering the heft of a small meal but still tasting like coffee first.

Beyond the numbers, the appeal is lifestyle: a drink that works for a pre-gym stop, a quick breakfast substitute, or simply a way to feel like your coffee habit is doing double duty.

Starbucks isn’t just adding a new menu item; it’s tapping into the crossover between wellness and everyday indulgence. Today, protein officially joins the coffee routine.