Starbucks Accelerates Health and Wellness Innovation Through the Starting 5
At Starbucks, health and wellness isn’t a trend — it’s a commitment. We’ve long believed that our customers deserve choices that support their lifestyles, and we’re continuing to evolve our menu to reflect that belief. Our journey in health and wellness is accelerating – and innovation is at the heart of it.
One of the ways we’re moving fast is through the Starting 5, a new program in which a lineup of five coffeehouses test new innovations before they roll out nationally. This disciplined, customer-first approach to innovation allows us to gather real-time feedback from customers and partners as we work to build platforms with long-term potential.
Recent Starting 5 tests include:
- Protein Cold Foam: A creamy, protein – packed cold foam topping with approximately 15 grams of protein – designed to add nutritional value without compromising flavor.
- Coconut Water-Based Beverages: Coco Matcha and Coco Cold Brew offer hydration and tropical refreshment, showcasing how we’re reimagining cold beverages with high-quality ingredients.
These tests are part of a broader transformation. In the past year alone, we’ve:
- Removed the extra charge for non-dairy milk customizations.
- Eliminated sugar from our matcha powder, giving customers control over sweetness.
- Added a vegan Spicy Falafel Pocket to our core menu.
- Launched new ready-to-drink options like Starbucks® Iced Energy (5 calories, 0g sugar) and Starbucks® Frappuccino® Lite Coffee Drink (100 calories, no added sugar).
The response has been powerful. After removing sugar from our matcha powder, we saw a nearly 40% increase in matcha beverage sales, showing that customers are embracing health and wellness-forward choices.
Starbucks commitment to health and wellness goes back over a decade, from removing high fructose corn syrup, artificial dyes, flavors and artificial trans fats to today’s innovations that reflect evolving customer needs. Whether it’s protein cold foam or plant-based menu additions, we’re proud to lead in this space.