As Starbucks releases its new line of protein-drinks, it’s important to consider Gen Z’s potential response. As a reaction to processed foods, the fear of microplastics, and the popularity of the ‘Trad-Wife’ trend, Gen Z is becoming increasingly aware of the quality of food they eat, even investigating the nutritional value of the food groups.
With their audiences becoming more nutrient-focused and protein-oriented, many companies have capitalized on the opportunity to market their food as high in protein. Since September 2025, Starbucks has centered their marketing around their protein-pushing agenda, rolling out their Protein-Boosted Milk and Protein Cold Foam.
I only recently became aware of these new additions to the menu, seeing signs on my college campus that read “Try our new PROTEIN!” and “15-36g of Protein.” The immediate question that popped into my head was: What exactly IS the protein?
As a person who hates the chalky, dry feeling that most protein powders leave in smoothies or shaken drinks, I know I definitely don’t want that in my iced matcha latte.
What does this look like?
If you are also hesitant to try it, or hadn’t heard about the Starbucks Protein before, don’t worry, because I did the research for you.
Starbucks has rolled out two options for additional protein: Protein Cold-Foam and Protein-Boosted Milk. According to Starbucks’ Protein page, the amount of protein in each drink depends on the drink and size:
- Cold foam: 15 to 18 grams, depending on the flavor.
- Cold foam beverages: 19 to 26 grams of protein, depending on the drink.
- Protein lattes and drinks with Protein-boosted Milk: 27 to 36 grams.
- One scoop of protein: about 6 grams of protein, 25 calories and 0 grams sugar
Though prices and availability vary by location, you can add protein to your drinks by purchasing Protein Cold Foam for an extra $2, or substitute any dairy-based drink with Protein-Boosted Milk for an additional $1.
But what’s actually in it?
According to the Starbucks website, the protein cold foam uses premium whey protein and is free from most additives. The Starbucks Protein is a combination of whey protein (found in cow’s milk) and sunflower-derived lecithin, which prevents separation.
Similarly, Starbucks’ Protein-Boosted Milk is made from mixing whey protein powder into 2% milk. In other words, the company “super-charges” the milk-based drinks with extra whey protein that they source from cow’s milk.
Though this might sound like an easy way for some customers to increase their daily protein intake, ingesting a large amount of milk-based products is less than ideal for vegan or lactose-free consumers.
Are there options for vegan or lactose-free customers?
According to Starbucks, they sell both Koia Vanilla Bean and Cacao Bean in the form of pre-made protein shakes, which are bottled and sold in the front display cases by the cashier. As a lactose-intolerant person myself, I’m looking forward to trying these options.
Hopefully, now you have a better understanding of what Starbucks is putting in their products, so that you can order based on your preferences. You can read more about what new flavors of protein cold-foam are available here!