Will Starbucks Protein Coffee be a Winner?

Starbucks has officially introduced Protein Coffee... and I think it could be a winner.

In early September 2025, I had the opportunity to share some thoughts about this launch when it was first announced with Abby Hughes from the CBC.

(You can find the article she wrote in the Media Contributions section of this website.)

I began by stating that I didn't think "protein coffee" was the same as other launches that typically involve flavours, because protein isn't a flavour, it's a macronutrient: human bodies need protein to survive.

Increasing research is showing that we're not getting enough of it as part of our daily diets. Canada's Food Guide suggests that you should take your weight (in pounds) and eat 50% of that number (in grams) of protein every day. Someone who weighs 180 pounds should consume 90 grams of protein daily, for example.

(On a related note, if you want a fascinating read on the science of longevity, I highly recommend Dr. Peter Attia's Outlive: The Science & Art of Longevity.)

But I'm not a nutritionist or a doctor.

I'm a marketer.

(One who, over the past year, has been trying very hard to eat MUCH more protein as part of my diet, and one who drinks protein coffee almost daily... but still, a marketer.)

So here are the MARKETING thoughts I shared on how this launch could be a success.

1. TASTE

Beverages are all about taste, and if these new beverages don't taste good, they don't stand a chance. Starbucks has a good track record on taste, so I'm optimistic... but there are no guarantees.

2. TOTAL COMPOSITION

A protein coffee with 36g of protein is terrific... unless it also has 15g of sugar. The target audience for this coffee will likely be more health-conscious, so the total composition of the beverage needs to be right. Starbucks is launching several different protein options, though, including protein-coffees (seasonal), protein cold foam (which can be added to any drink for a protein boost) and protein-enhanced milk... so again, I'm optimistic.

3. PRICE

We're all watching our wallets these days, so even though Starbucks consumers are used to paying premium prices, the cost of the protein enhancements will almost certainly be a factor. Costco sells a case of Brust Protein Coffee for what works out to about $2.50 per serving. What will Starbucks protein cost?

Starbucks recently made *all* dairy options the same price, even though options like soy milk and oat milk tend to have higher COGS. Will asking for protein milk cost you more, or will it be the same price as other milks? That will make a difference.

UPDATE: I wrote this post in early September, before the beverages became available. Now that the beverages have launched, we know a "Protein Boosted Milk Add" will add an extra $1.45 to your beverage. I think charging more for protein milk will ultimately prove to be a strategic error (resulting in higher short-term profits for the company but lower adoption of the category), but time will tell.

And finally...

4. MARKETING

Will Starbucks make the classic marketing mistake of launching a product and then not telling people about it (or why they should want to have it)?

Protein isn't like other flavours... so Starbucks will need to ensure effort (and dollars) is spent on educating consumers as to why these protein coffees are such a big deal.

But if they get all these things right?

This could be a game-changer.