Starbucks Bets on Protein Trend With New Cold Foam Topping at Select Stores

By Madelaine Panganiban

Updated: Jun 12 2025, 11:35 AM EDT

Starbucks Bets on Protein Trend With New Cold Foam Topping — A Starbucks coffee cup is seen inside a Starbucks Coffee shop in Washington, DC, April 17, 2018, following the company's announcement that they will close more than 8,000 US stores on May 29 to conduct "racial-bias education" following the arrest of two black men in one of its cafes. SAUL LOEB/AFP via Getty Images/Getty Images

Starbucks is trying something new to help customers get more protein while enjoying their coffee.

The coffee giant has started testing a banana-flavored protein cold foam at five US stores, combining it with a sugar-free vanilla latte for a healthier twist.

The new foam has 15 grams of protein and is part of a bigger plan by CEO Brian Niccol to bring more wellness-focused items to Starbucks menus.

With overall sales flat in 2024 and early 2025, the company is working hard to freshen up its image and win back customers.

"We're helping to create a more intentional, thoughtful experience," Starbucks said in a statement shared during a company event in Las Vegas on Tuesday.

Protein drinks are a fast-growing trend. The category has become a $6 billion market, with drinks like Core Power and Muscle Milk leading the way, CNN said. Now, Starbucks is hoping to get in on that action with its new protein offering.

But drinks aren't the only thing getting a makeover. Starbucks is also testing new foods, including croissants baked in-store instead of just warmed up after shipping. One trial item is a buttery croissant, while another is a double chocolate cookie.

Starbucks is testing a new protein cold foam at 5 locations in the U.S. https://t.co/xOxfQlFtcy
— CBS Mornings (@CBSMornings) June 12, 2025

Starbucks to Cut 30% of Menu by 2025

These tests are part of the chain's "Starting Five" program, which introduces new menu ideas at select locations before a nationwide launch.

According to CBS News, to make room for new food and drinks, Starbucks plans to cut 30% of its current menu by the end of Fiscal Year 2025. That change, the company says, will allow baristas to make drinks faster and serve customers better.

Starbucks is also experimenting with technology to improve service. A new tool called "Green Dot Assist" is being tested at 35 stores. It allows baristas to ask questions through a tablet to help them make drinks or fix problems with equipment more quickly.

At the same time, Starbucks is considering changes in other parts of its global business. CEO Brian Niccol said the company has received "a lot of interest" from potential buyers for its struggling China operations.

Recently, Starbucks even cut some prices in China to better compete with local rival Luckin Coffee.