Starbucks, the Seattle-based coffee giant, recently announced its latest innovation—a protein cold foam—during its 2025 Leadership Experience conference held earlier this month. This new offering is designed to improve the beverage innovation pipeline with Starbucks US stores while appealing to the growing number of health-focused consumers.
The launch of the protein cold foam is an encouraging sign of Starbucks’ approach to iterative menu development. The company has adopted a new approach known as the “Starting Five” process, which will reshape how it tests potential menu items in the United States. With this pilot, Starbucks is going to be in a much better position to get important feedback from employees and customers before making any kind of national launch.
Our protein cold foam under test packs a serious punch with 15 grams of protein. It’s ideal for health-conscious consumers who want delicious foods without having to make trade-offs! Starbucks is still very much in the process of collecting learnings through the Starting Five process. As they take in consumer feedback during this pilot phase, they can continue to refine the beverages that star the protein cold foam.
Needless to say, the unveiling of this new smart product caused quite a stir at the conference. Of course, including juice on its menu isn’t exactly a surprise move for Starbucks. For attendees, the possibilities of protein cold foam left them buzzing. All of them see it as an opportunity to bring something innovative to traditional drinks and appeal to a broader demographic.
