“Remember to order a Starbucks drink after your workout,” said no one ever.
Starbucks has not always prioritized making its handcrafted beverages healthy. Some menu items have masked the taste of coffee to appeal to a larger audience, loading up on whipped cream and decadent syrups containing an entire day’s worth of sugar.
Health-conscious customers did, of course, have better-for-you options such as a caffe latte with skim milk, nitro cold brew, or espresso macchiato.
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But now consumer trends are truly evolving, with older and younger generations alike prioritizing low caloric content and clean ingredients like never before.
And Starbucks’ latest move shows it’s taking notice.
Starbucks enters the wellness market with a new beverage.
Image source: Getty Images
Starbucks reveals potential new menu additions
During the Starbucks Leadership Experience event in Las Vegas, the company revealed that it is testing a new Banana Protein Cold Foam. This potential new menu addition tweaks the original cold foam by adding banana flavor and protein powder, which contains around 15 grams of protein per serving.
This is not the first time Starbucks (SBUX) has introduced protein to its menu. In 2018, it launched the Protein Blended Cold Brew in Almond and Cocoa flavors, which blended cold brew, almond milk, plant-based protein, almond butter, banana date fruit blend, and ice to create the beverage.
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The protein-packed drinks were only available for a limited time and were eventually discontinued months later, never to be seen again.
At the Las vegas event, the coffee giant also introduced the Starting 5, a new program in which five stores will be chosen to test potential new menu items before rolling them out across all locations nationwide.
This program is part of the “Back to Starbucks” strategy, in which the company aims to revamp its menu by “reimagining and modernizing its beverages and food to build a relevant, hype-worthy global menu that will resonate with customers,” as stated in a press release.
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However, Starbucks isn’t focusing solely on healthier menu items.
The coffee chain has also been working overtime to test new food menu items currently under development. These include a new Butter Croissant, Raspberry Croissant, and Double Chocolate Cookie.
Starbucks has not announced an official day for when the tested menu items will hit stores nationwide, but it has been making changes quickly, so if successful, these innovations could launch very soon.
Starbucks’ test items are part of larger menu overhaul
The chain’s “Back to Starbucks” turnaround strategy aims to improve customers’ overall experience by redesigning stores, optimizing efficiency, prioritizing coffee quality, simplifying its menu, and empowering its baristas.
The coffee giant recently began simplifying its menu by reducing customization options and eliminating extra charges for milk alternatives.
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In February, Starbucks discontinued nine beloved Frappuccinos from the coffee-based and crème categories, as well as other beverages and food items, nearly halving the available options.
Although many might have thought the company’s shrinking menu meant no more seasonal or permanent launches, this drastic move seems to have made room for more innovation.
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