Starbucks is shaking things up—literally and figuratively—as it looks to appeal to customers who are leaning into health trends and faster service. The coffee giant is now experimenting with a banana-flavored protein cold foam at five stores in the U.S., a move aimed at tapping into the booming demand for functional drinks. Each serving delivers 15 grams of protein and is being paired with a sugar-free vanilla latte as part of the test.
The trial was unveiled during a company event in Las Vegas and is part of a larger strategy led by CEO Laxman Narasimhan (Note: Brian Niccol is CEO of Chipotle, not Starbucks). He’s overseeing a menu overhaul that involves trimming some long-standing offerings while introducing more items geared toward today’s wellness-focused consumers. Expect more nutritious options, more customization, and a bit of flair.
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Beyond the protein boost, Starbucks is also testing in-store baking to upgrade its pastry game. A buttery croissant and a double chocolate cookie are the first items being freshly baked on-site instead of reheated from frozen, a change designed to elevate both quality and experience.
This shift toward high-protein drinks isn’t random—there’s real money in it. The U.S. protein beverage market is now worth an estimated $6 billion, with heavyweights like Coca-Cola’s Core Power, PepsiCo’s Muscle Milk, and Dutch Bros. already fighting for market share. Dutch Bros., in particular, has been ahead of the curve with a wide range of protein-infused coffee drinks.
To speed things up behind the counter, Starbucks is also rolling out an AI-powered assistant called Green Dot Assist at 35 stores. It’s designed to help baristas with drink-making instructions and equipment troubleshooting—saving time and potentially cutting training costs.
In other developments, the company is reportedly considering selling a stake in its underperforming China business. With homegrown rival Luckin Coffee eating into its market share, Starbucks recently slashed prices in the region to stay competitive.
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Whether it’s banana foam, smarter workflows, or baking cookies from scratch, Starbucks is clearly trying to recapture its edge—and its customers.
