What’s happening
Executives are pointing to protein-focused menu additions as a clear traffic driver — and the company is signaling that protein is just phase one. More fiber-forward snacks and personalized energy drinks are part of the broader push to win later-day visits.
The protein strategy so far
Starbucks made protein a headline move in late 2025 with:
Protein lattes
Protein cold foam
“Protein-boosted” milk options
This wasn’t positioned as a niche play. It was framed as menu modernization — and the early results appear strong enough that Starbucks is doubling down.
What’s coming next
The next wave is aimed at “snackable” wellness:
High-protein, high-fiber foods
New beverage formats designed to fit different energy needs and occasions
A broader attempt to own the afternoon daypart (where Starbucks has historically been weaker than mornings)
Why it matters
In the fitness world, this is the mainstreaming of “macro-aware convenience.” If Starbucks keeps winning with protein and fiber, expect every major chain to accelerate their own functional food + beverage stack to compete.
Citations
https://athletechnews.com/starbucks-protein-rollout-paying-off-more-healthy-options-fiber/
https://www.businessinsider.com/starbucks-betting-on-wellness-drinks-protein-fiber-snacks-2026-1
https://about.starbucks.com/press/2025/starbucks-goes-all-in-on-protein-announces-arrival-of-new-protein-lattes-and-protein-cold-foam-to-the-menu/
https://apnews.com/article/c1ac462204ea97754380b6f6bd9f200c
https://www.foodmanufacturing.com/capital-investment/news/22959682/starbucks-sees-room-to-expand