Starbucks is gearing up to introduce a new protein cold foam by the end of this year, tapping into the rising trend of health-conscious coffee options. This innovative addition aims to attract younger consumers, especially Gen Z and fitness enthusiasts, who are increasingly seeking high-protein beverages. The new cold foam will provide an easy way to add 15 grams of protein to any cold drink without added sugar, making it a popular choice for those looking to boost their protein intake.
• CEO Brian Niccol announced the launch during a recent earnings call, emphasizing the popularity of cold foam, which has seen a 23% growth year-over-year.
• Starbucks is also in the midst of a revitalization campaign, which includes cutting 30% of its menu offerings and focusing on more nutritious options.
• The company plans to test new coconut water-based beverages and gluten-free food items in select markets.
• Demand for high-protein drinks has surged, with over 60% of Americans increasing their protein intake in recent years.
This move is crucial for Starbucks as it seeks to revive sales and engage younger customers. By aligning with current health trends, the company hopes to create a loyal customer base that returns for these new offerings. The introduction of protein cold foam could also spark a new wave of social media buzz, particularly on platforms like TikTok, where innovative food and drink trends often go viral.
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