Starbucks is embarking on a new journey focused on wellness. The coffee titan is increasingly incorporating healthy drink and snack options into its offerings, as this aligns with consumer preferences, particularly in the afternoon, according to CEO Brian Niccol’s remarks during the first-quarter earnings report.
“You’ll continue to see us push against the health and wellness platform going forward,” Niccol noted. “In beverage, I think it is going to be this personalized energy, which can be delivered as still, sparkling, or blended, so there’s a pipeline for that platform.”
He pointed out a genuine opportunity for Starbucks to provide food that excites customers and can be part of their afternoon “reset,” featuring snackable options rich in protein and fiber.
Following the successful launch of protein cold foams and enriched drinks in September 2025, Starbucks credited these innovations for breaking a seven-quarter sales slump.
In early January, Starbucks initiated a partnership with Khloé Kardashian’s Khloud popcorn, introducing a protein-enriched kettle corn snack. Additionally, it unveiled truffle, mushroom, and Brie egg bites, prominently promoting their protein content in marketing efforts.
While Niccol did not provide further details about the wellness expansion during Wednesday’s earnings call, CFO Cathy Smith mentioned that the protein launch has significantly increased foot traffic, allowing Starbucks to attract new customers at various times throughout the day.
Niccol emphasized that a focus on health-oriented options will reinforce the company’s turnaround efforts as it strives to restore Starbucks to the “third place,” where customers spend time outside of their homes and workplaces.
Starbucks’ first-quarter results received a positive response from Wall Street, with the chain’s stock rising 9% after reporting its first comparable transaction increase in the US in eight quarters.
Interestingly, Niccol himself appears to embrace the protein trend, revealing during the call that he “might have started my day with a vanilla protein latte.”
“The key is spreading awareness about these offerings,” he added. “While awareness remains surprisingly low, the trial and repeat rates are excellent. When someone tries it, they tend to return, demonstrating significant incremental benefits. This is a trend we intend to continue.”
Key Takeaways
- Starbucks is focusing on health and wellness through new drink and snack options.
- The company is making strides in offering protein-rich menu items.
- New partnerships, including collaborations with celebrities, are enhancing product offerings.
- Positive first-quarter earnings have boosted stock performance significantly.
- Customer awareness and positive trial experiences are critical for continued success.
FAQ
What are some new health-focused offerings from Starbucks?
Starbucks has introduced protein cold foams, protein-enriched kettle corn, and new egg bites featuring truffle, mushroom, and Brie.
How has the focus on wellness impacted Starbucks’ sales?
The health-focused initiatives, including the protein launch, helped the company end a seven-quarter sales slump.
Who is involved in Starbucks’ new product collaborations?
Starbucks has partnered with Khloé Kardashian for a new protein-enriched kettle corn snack.
In summary, Starbucks is strategically aligning its menu with consumer interests in health and wellness. As the company continues to innovate and expand its offerings, it seeks to maintain a pivotal role in customers’ daily routines.
