The 2021 social media trend of protein-infused coffee continues to offer a boon to café chains endeavoring to appeal to health-conscious consumers. “Proffee,” an affectionate portmanteau of “protein” and “coffee,” will be available at Starbucks locations starting September 29.
“Our new protein beverages tap into the growing consumer demand for protein in an innovative, premium, and delicious way …” said Tressie Lieberman, Starbucks’ global chief brand officer, in a statement.
The chain will offer Protein Cold Foam and a line of Protein Lattes that incorporate between 15 and 36 grams of protein per 16-ounce beverage. Both offerings fortify the beverage’s milk ingredient with protein powder.
These protein-infused offerings are part of the chain’s permanent menu, rather than a limited-time offer, and demonstrate its modernization strategy as part of its “Back to Starbucks” initiative, spearheaded by CEO Brian Niccol.
This domestic release comes a year after the brand launched a protein-infused retail-ready drink for the U.K. market, signaling prolonged investment in the space. Last month, the chain tested the U.S. market with five pilot locations offering Protein Cold Foam before deciding on a full rollout, according to Dana Pellicano, SVP of global Product Experience.
Although an unexpected pairing, protein and coffee may have a place on foodservice menus. A recent report from the International Food Information Council found that 70% of Americans indicate a concerted effort to consume protein, and 80% are prioritizing incorporating it into their diets.
The U.S. is protein-obsessed, and café chains are working diligently to meet these new consumer needs. One such use case is the beverage’s role as a pre- or post-workout. In general, however, consumers are maximizing their protein consumption to lose weight and keep themselves fuller for longer.
Competition in this market is already fierce. Earlier this year, rival Peet’s Coffee also added proffee additions to its Vitality Menu, a collection of functional offerings.
Tessa Schrupp, CMO of protein powder company Drink Wholesome, is excited to see larger coffee chains add protein to their beverage lineup, noting that it signals that the protein trend isn’t going anywhere.
“This is a huge opportunity for the corporate giants to shift the average consumer towards healthier preferences,” Schrupp told FI, adding that these brands have a responsibility to educate their consumers on their real protein needs.
Dr. Federica Amati, head nutritionist at nutrition app Zoe, however, is wary of this modern interpretation of protein as a panacea.
“Protein is an essential nutrient, but it shouldn’t be treated like fairy dust sprinkled onto everything from bars to coffee,” Dr. Amati said.
“If you want to support your long-term health, you’re far better off getting protein from whole, nutrient-rich foods than paying a premium for a protein-fortified latte.”
Even still, many consumers are comfortable drinking their protein.
A recent Mintel report, for example, estimates that the $8.7 billion U.S. nutrition drink market will increase by roughly 50% over the next five years, ending at $13.2 billion by 2029. Demand for high-protein beverages is a clear motivator for the growth.
Within the coffee niche, the global functional coffee market is slated to grow at a CAGR of 8.5% between 2025 and 2034. Currently, it sits at roughly $4 billion.
The Food Institute Podcast
How will the One Big Beautiful Bill Act (OBBBA) impact your food business? Unraveling the implications of new legislation is never easy, but Patrick O’Reilly and Jeff Pera of CBIZ explain how provisions of the bill related to no tax on tips, depreciation and expensing of capital purchases, and research and development will impact the industry.
