Starbucks is all in on the protein trend, and the coffee giant is on to something with their new cold foam lineup.
In late September, Starbucks launched its new variations of its popular cold foam add-on to top cold drinks. The $2 foams add 15 grams of protein and flavors like chocolate, vanilla, banana, and pumpkin to any iced drink — and they're surprisingly tasty.
I'm no stranger to protein shakes or snack bars, and the better-for-you category can be plagued by texture and taste issues, often struggling with a gritty texture or an unpleasant, lingering whey flavor on the back end.
None of that is a problem for the Starbucks offerings.
I walked into my local coffeehouse skeptical of the new menu items, and, after sampling four handcrafted drinks with different protein cold foam flavors, left thinking I might incorporate them into my regular rotation.
The banana foam is the most unusual of the bunch. When paired with the matcha latte, the banana foam works, and it may have been my favorite. The chocolate and sugar-free vanilla versions of the protein foam are also pleasant. The pumpkin, a seasonal flavor staple for Starbucks, isn't one I'd return to, though I'm not a fan of the flavor in any other coffee preparation, either, so I can't hold that against them.
CEO Brian Niccol said during the company's Q3 earnings call that the new offerings tap into "what has become one of our most popular modifiers — cold foam, which grew 23% year-over-year."
Since debuting cold foam as a topping in 2014, Starbucks has expanded its flavor options to include offerings like vanilla, brown sugar, pumpkin spice, and raspberry cream.
The protein variations fit right in, capitalizing on a trend that has gained momentum in the last five years, Michael Della Penna, chief strategy officer at the digital advertising research firm, InMarket, told Business Insider in July following the announcement of the new offerings.
According to Statista, the global protein market is estimated to reach over $47.4 billion by 2032, up from $26 billion in 2021. Business Insider previously reported that protein-enhanced products, including sodas, waters, powders, and bars, have taken over the aisles of grocery stores.
The protein foams appeal to Gen Z and millennials in particular, as they are more health-conscious and love customizable, cold drinks, Della Penna said.
"The other interesting part of it is the routine that a drink like that can create for a consumer," Della Penna said. "By introducing protein, that's a great way to get a consumer back as they move about their daily lives, particularly when going to work out and then stopping to get a cold brew with a scoop of protein. That creates that sort of repeatable pattern of visitation and purchase that a drink like that can offer to a segment within their customer base."
