As Starbucks prepares to revamp its menu by 2025, it’s leaning into protein-packed drinks, premium coffee blends, and fewer—but bolder—offerings. A major shift includes experimenting with ingredients like coconut water and enhancing nutritional profiles. Protein drinks, such as the upcoming protein Cold Foam, aim to meet demand for healthier options. Each serving of the foam adds 15 grams of protein, set to launch late next year. This innovation aligns with the emphasis on wellness observed in coffee culture that is increasingly important to consumers. This focus on wellness reflects the ongoing shift towards third wave coffee culture, where the quality and origins of ingredients play a crucial role in consumer preferences.
Starbucks aims to launch bolder, protein-rich drinks like Cold Foam (15g per serving) and premium blends by 2025, blending health-focused innovation with streamlined, adventurous flavors.
The move builds on Starbucks’ existing wellness focus and follows a 23% sales jump for its original Cold Foam in the past year. New coffee varieties are central to the strategy. The Odyssey Blend 2025, a dark roast with hints of honeycomb and orange, targets fans of specialty flavors while highlighting sustainability efforts. Premium blends aim to differentiate Starbucks in a crowded market.
At the same time, the menu is getting simpler—30% of items were cut to streamline operations. This allows space for creative, labor-friendly innovations like experiential drinks with unique textures or bold tastes. Baristas are key to testing. The “Starting 5” program rolls out products in five stores initially to gather feedback and refine prep methods.
This guarantees drinks like protein-enhanced options maintain quality without slowing service. Staff input also shapes afternoon snack pairings that complement the health-focused beverages. The company is testing Canadian market items like pancakes and waffles in select stores, aiming to replicate successful food launches from its northern neighbor. The push toward protein and nutrition reflects broader trends. Customers increasingly seek snacks and drinks that fit active lifestyles.
Starbucks is betting that bolder flavors, premium ingredients, and wellness perks will keep it competitive. Yet risks remain—new items must balance creativity with kitchen efficiency. If successful, the 2025 menu could redefine how consumers view coffeehouse fare, merging indulgence with functional benefits.
