Starbucks CEO says the company is doubling down on protein and gluten-free options
Starbucks is greatly betting on the movement of health consumer with plans to expand its protein and gluten -free, which represents a major shift in the coffee giant food strategy where CEO Brian Nicole has been seeking to stimulate the brand since taking control last year.
Speaking at the Fast Companyy Innovation Festival on Tuesday, the 51 -year -old chain of coffee chain identified ambitious plans to “re -visualize all baked things” and create “much more craftsman” food options that complement the company’s distinctive coffee offers.
“I think our food needs to match the craft of our coffee,” Nicole said, which indicates a basic shift in how Starbucks deals with the menu. The company is preparing to launch cold protein foam later this year and develop ways to “combine more protein with gluten -free options.”
Protein wave ride
Starbucks of protein reflects a wider manufacturing direction that does not show any signs of slowdown. It is expected that the World Food market with high protein will grow by $ 50.2 billion by 2028, according to research company Technavio, driven by increasing health awareness and popularity of fitness. The consumer’s interest in protein increased, as protein is mentioned on social media platforms by more than 10 % on an annual basis.
The new cold protein foam of Starbucks, which will contain 15-18 grams of protein, is the company’s attempt to benefit from what has become one of the most popular drinks. Cold foam sales grew by 23 % on an annual basis.
“I was watching people coming to our stores, they would get three shots of espresso on the ice,” Nicole said Intuition. “In some cases, they withdraw their protein powder from their bag, or in other cases, they have a protein drink, such as a fair life, and they were in their drink.”
The batch of protein also corresponds to changing consumer habits that are driven by the upscale remedies such as OzemPIC and Wegovy. Nearly 18 million Americans are expected to take releases of GLP-1 drugs by 2029, Intuition It was previously reported, which led to the demand for high protein foods that help maintain muscle mass.
Gluten -free growth
Starbucks’s commitment to expanding gluten -free options comes at a time when gluten -free global food market experiences explosive growth. The market value was about $ 7.4 billion in 2024 and is expected to exceed twice that – $ 15.4 billion – 2032.
The trend extends beyond those who suffer from digestive disorders or gluten intolerance. In a recent survey, he reached 11 % of the millennial generation and nearly a lot of Gen Z after a gluten -free diet, although only 1 % of Americans diagnosed with digestive disorders.
Balance of innovation with simplification
These menu innovations are part of the NicCol Starbucks initiative, which aims to restore the company’s identity as a societal cafe while facing the operational challenges that afflicted the series. Since assuming the position of CEO in September 2024, Niccol has implemented comprehensive changes designed to improve customer experience and reflect its hanging sales.
luck Starbucks has already been struggled with six quarters of the store’s decrease in the same store as of the last profit report. However, there are encouraging signs of progress. Starbucks recently recorded its best sales week for the company’s owned stores with the return of seasonal favorites like The Pumpkin Spice Latte, according to CNBC.
NicCol strategy includes self-service spices, eliminating shipments for non-dairy milk alternatives, and investing $ 500-600 million in additional employment to improve service. The company also renews up to 1,000 stores to create more welcome spaces with comfortable seats, ceramic cups and locally inspired design items.
While Starbucks simplifies its list by reducing 30 % of the offers by the end of the year, it still tests new elements through its “starting five” program in selected locations before the start of the national employment, including the cold protein foam mentioned above, the newly baked eclassian, and the Frappcinos. The company hopes that these movements – which start some elements, with expansion in other areas – will help rebuild its reputation as “third place” between home and work.
You can watch the full Niccol interview from the Fast Company Innovation Festival below:
https://www.youtube.com/watch?
For this story, luck The artificial intelligence is used to help with a preliminary draft. Check an editor of the accuracy of the information before publishing.
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2025-09-20 10:03:00
