The CEO of Starbucks says that the company was doubled protein and gluten -free options

Speaking at the Fast Company’s Innovation Festival Tuesday, the boss of the 51 -year -old coffee chain described ambitious plans to “reinvent all our articles baked in the oven” and create “much more artisanal” food options which complete the company’s premium coffee offers.

“I believe that our food must correspond to the crafts of our coffee,” said Niccol, reporting a fundamental change in the way Starbucks addresses his food menu. The company is preparing to launch cold foam proteins later this year and develops means of “combining more protein with gluten -free options”.

Surfing the protein wave

Starbucks’ protein embrace reflects a wider industry trend that shows no signs of slowdown. The global protein -rich food market is expected to increase by $ 50.2 billion by 2028, according to the Technavio research firm, driven by the increase in consciousness of health and popularity of fitness culture. Consumers’ interest in proteins has increased, protein mentions on social media platforms increasing by more than 10% in annual sliding.

Starbucks’ new cold protein foam, which will contain 15 to 18 grams of protein, represents the company’s attempt to capitalize on what has become one of its most popular drinking modifiers. Cold foam sales increased 23% in annual shift, the company reported when it comes to the third quarter profits in July, making it a natural vehicle for the improvement of proteins.

“I watched people coming in our stores, they would receive three spy on the ice,” said Niccol Axios. “And in some cases, they remove their own protein powder from their bag, or in other cases, they have a protein drink, like a fair life, and they would pour it into their drink.”

Protein push also aligns with the evolution of consumer habits driven by the rise in injectable treatments for abolishing appetite like Ozempique and Wegovy. Nearly 18 million Americans are expected to take versions of GLP-1 medication by 2029, Axios Previously reported, creating a demand for protein -rich foods that help maintain muscle mass.

Gluten -free growth

Starbucks’ commitment to expanding gluten -free options comes as the world -free food market in food is experiencing explosive growth. The market was estimated at around $ 7.4 billion in 2024 and should be more than double that – $ 15.4 billion in 2032.

The trend extends far beyond those with celiac disease or gluten intolerance. In a recent survey, 11% of millennials and almost as much of generation Z were reported as a result of a gluten -free diet, despite the diagnosis of celiac disease only 1% of Americans.

Balance innovation with simplification

These menu innovations are part of Niccol’s “Back to Starbucks” initiative, which aims to restore the identity of the company as a community coffee while taking operational challenges that tormented the channel. Since its care as CEO in September 2024, Niccol has implemented scan changes designed to improve the customer experience and reverse the drop in sales.

Fortune Previously, Starbucks had difficulties with six consecutive quarters of the drop in sales at comparable stores from its last report on the results. However, there are signs of encouraging progress. Starbucks recently recorded its best sales week for stores belonging to the company with the return of seasonal favorites such as the Pumpkin Spice Latte, according to CNBC.

Niccol’s strategy includes bringing it back to the self-service condiments bars, the elimination of high charges for non-dairy milk alternatives and investing $ 500 to $ 600 million with additional labor to improve service. The company also renovates up to 1,000 stores to create more welcoming spaces with comfortable seats, ceramic cups and locally inspired design elements.

And while Starbucks rationalizes its menu by reducing 30% of offers by the end of the year, it still tests new elements thanks to its “starting of the five” program in certain places before national deployment, including the aforementioned cold protein mousse, freshly cooked croissants and kicks in layers. The company hopes that these movements – reducing certain articles, while developing in other areas – will help it rebuild its reputation as a “third place” between the house and the work.

You can look at the full interview with Niccol from Fast Company Innovation Festival below:

https://www.youtube.com/watch?v=ziq22ebr0bs

For this story, Fortune Used a generative AI to help an initial project. An editor checked the accuracy of the information before the publication.

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