Starbucks menu upgrade: Protein cold foam, new croissants undergo testing
The Seattle-based coffee giant is testing out new menu items amid its 'Back to Starbucks' strategy, led by CEO Brian Niccol. The former Chipotle chief executive has emphasized the importance of providing customers the 'right vibe' after a slump in sales.
"It's time for us to lead again," Niccol told a crowd of Starbucks employees during the company's Leadership Experience 2025 event on June 10. "We're going to lead in warm, welcoming coffee houses. We're going to lead in innovation. Innovation to our menu."
USA TODAY had an early look at the new food and drink products during the Las Vegas event. Most of the items are undergoing Starbucks' 'Starting Five' program, in which five U.S. Starbucks locations try out new products and offer feedback before a broader launch.
Because testing is ongoing, the products sampled by USA TODAY may change before the final iterations launch nationwide.
Starbucks is testing out a new protein cold foam option that would add roughly 15 grams of protein to its drinks through the addition of an unsweetened protein powder. Starbucks offered samples of a banana protein cold foam on June 10, but the protein can be added to any cold foam flavor.
Other retailers, including coffee chain Dutch Bros, already offer high-protein offerings as consumers ‒ especially Gen Z ‒ show growing interest in health and building muscle. The number of high-protein drinks jumped 122% between 2020 and 2024, according to Innova Market Insights, which analyzes food and beverage industry data.
"It's on trend. It's delicious," Niccol said about the protein cold foam.
Starbucks did not share a date for the new cold foam's release, but Niccol said it would hit stores 'very soon.'
Starbucks is updating its classic croissant and adding two new bakery items to its stores: a raspberry croissant filled with jam and a double chocolate cookie topped with flaky sea salt.
'We're going to get back to fresh-baked food,' Niccol said.
A new coffee, dubbed the Starbucks 1971 Roast, is set to roll out at coffee houses in the U.S. and Canada this winter. The dark roast is a blend of beans from Sumatra, Colombia and Brazil.
Starbucks is celebrating the 30th anniversary of its Frappuccino with a new offering: the Strato Frappuccino.
Strato – or 'layer,' in Italian – adds a cloud of cold foam on top of any Frappuccino flavor. The drink sampled by USA TODAY at the Starbucks Leadership Experience in Las Vegas featured a Coffee Frappuccino topped with brown sugar cold foam and cinnamon.
Unveiled earlier this year, the Strato Frappuccino will be available at Starbucks stores nationwide this summer. In addition to the Brown Sugar Strato Frappuccino, Starbucks will also offer a Salted Caramel Mocha Strato Frappuccino and a Strawberry Matcha Strato Frappuccino.
This article originally appeared on USA TODAY: Starbucks looks to add protein cold foam, new croissants to menu
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