Starbucks Doubles Down on Wellness With New Protein, Gluten-Free Menu
Under new CEO Brian Niccol, the coffee giant is revamping its food strategy to attract health-conscious consumers and bolster sales.
Starbucks (SBUX) is making a significant strategic pivot into the health and wellness market, announcing a major expansion of its menu to include more protein and gluten-free options. The initiative is a cornerstone of new CEO Brian Niccol's vision to elevate the company's food offerings to match the premium experience of its coffee, a move aimed at capturing a wider base of health-conscious consumers.
The push comes as part of a broader "Back to Starbucks" plan to innovate and modernize the brand. The company is betting that by catering to evolving dietary trends, it can increase ticket sizes and attract customers who may have previously skipped Starbucks for a meal. , signaling a clear departure from the pastry-heavy menus of the past.
Leading the charge are new beverage innovations designed to pack a nutritional punch. The company , which are currently in testing. The new protein-boosted milk and cold foams can add between 15 and 36 grams of protein to a customer's drink, directly targeting the booming demand for protein-enriched products.
According to reports, the new protein-enhanced beverages are . In addition to the protein line, the company is actively testing new gluten-free food items and exploring other healthy options like coconut water-based drinks, which represents a significant step in diversifying its menu.
This strategic shift is globally. While the move holds the potential to unlock a new revenue stream and broaden Starbucks' appeal, it also comes with execution risks. The company will need to manage complex new supply chains and convince customers that a coffee chain can be a credible destination for healthy food. Investors will be watching closely to see if Niccol's bet on wellness can re-energize growth for the coffee giant.