Even Amidst Mass Menu Cuts, Starbucks Jumps Into The Protein Wars With New Protein Cold Foam – CoffeeTalk

Starbucks is testing a new protein cold foam at five US locations as part of CEO Brian Niccol’s plans to expand into the wellness sector and reverse sagging sales. The trial pairs a banana-flavored foam with a sugar-free vanilla latte, packed with 15 grams of protein. The addition is part of Starbucks’ broader plans to reimagine and modernize its beverages and food to build a relevant, hype-worthy global menu that will resonate with customers.

Niccol is cutting 30% of the menu but also adding new foods and drinks while tweaking its current offerings. Starbucks has started to test baking some pastries in stores, such as a new buttery croissant and a double chocolate cookie. The protein shake category is growing into a $6 billion sector, dominated by premade options like Coca-Cola’s Core Power and PepsiCo’s Muscle Milk, and smaller rivals like Dutch Bros. with an expansive lineup of protein coffee drinks.

Starbucks is also planning to integrate artificial intelligence at 35 locations to help baristas speed up service. The tool, called “Green Dot Assist,” would let employees ask questions to a tablet about making drinks or troubleshooting equipment.

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