Protein Moves to the Center of Starbucks’ Next Menu Expansion
Krissy Vann | Host, All Things Fitness and Wellness
Starbucks is expanding its menu of innovation in 2026 with a sharper focus on protein, alongside new beverages, matcha offerings, and globally inspired bakery items. The move reflects the company’s broader growth strategy, which prioritizes relevance across more dayparts while responding to shifting consumer demand for functional nutrition.
According to Tressie Lieberman, Starbucks’ brand work over the past year has centered on being “visible, relevant and loved, everywhere.” That approach ties directly to the company’s flywheel for growth, a model built on experiences, rituals, and connection, with each reinforcing customer affinity and repeat visits. Innovation, she said, plays a central role in keeping that system in motion.
Protein has become a key pillar within that strategy. From Protein Cold Foam to expanded all-day food options, Starbucks is leaning into offerings that align with how consumers are increasingly blending convenience, indulgence, and nutrition. The company said it continues to see momentum in food, a category that has doubled in size since 2020, and is adding more protein-forward options such as flatbreads, wraps, and protein balls to support that growth.
On the beverage side, Starbucks will introduce new espresso, matcha, and chai drinks this spring, featuring flavors like ube and coconut, while also expanding its core lineup with always-on options including pistachio, lavender, coconut, and sugar-free caramel. Tea remains a growing focus, particularly in the afternoon, with a dedicated matcha menu rolling out next week and a premium, customizable chai offering launching later in the spring.
The company will also debut customizable Energy Refreshers, giving customers greater control over caffeine levels and functionality. Meanwhile, the bakery case will expand with globally inspired items such as the Strawberry Matcha Loaf, designed to complement both beverage innovation and evolving food preferences.
“We’re not chasing trends,” Lieberman said. “We’re building on a beloved platform and never giving customers a reason to go anywhere else.”
By pairing protein-forward offerings with flavor innovation and customization, Starbucks is positioning its menu to capture more occasions throughout the day, reinforcing its role not just as a coffee destination, but as a consistent part of daily nutrition and routine.
