Are Starbucks’ New Protein Drinks Really Worth the Hype?

Written by: Sofia Viruez-Munoz 🇧🇴 🇺🇸

One of Starbucks' latest releases, the Iced Banana Cream Protein Matcha (Ashly Cifuentes).

Starbucks has a knack for turning buzzwords into bestsellers. From pumpkin spice to oat milk, the brand knows how to bottle a lifestyle.

Now, Starbucks is taking on the wellness crowd with a new line of protein-based coffee drinks.

Marketed as a convenient blend of energy and nourishment, these beverages are meant to appeal to students and professionals who want something that fuels both the body and the brain.

By trying the drinks myself, I was able to see how the marketing matches reality after watching the rollout from behind the counter. 

From protein-boosted cold foams to banana cream protein matchas, the new protein drinks come in many flavors.

My experience with the iced vanilla cream protein latte was relatively positive. Vanilla syrup, espresso, and protein-boosted milk create a smooth and creamy combination that tastes great and is filling. 

At six to seven dollars each, these drinks are on the pricier end of the menu. They do deliver a solid amount of protein, around 20 to 30 grams per serving, and about 250 to 300 calories. 

On paper, that sounds impressive, but when you look closer, the sugar content tells another story. Many of these drinks contain nearly as much sugar as protein, which makes them less of a nutritional upgrade and more of a rebrand. 

As a barista, I’ve seen plenty of customers give them a try—usually once, sometimes twice. Students are drawn in by the health angle and advertising, but few make them a regular order. 

That’s not to say they don’t have a place. For people who skip breakfast or rush from class to class, the drinks are a quick and filling option that beats running on an empty stomach. They’re also very convenient for people constantly on the go. 

Still, these drinks highlight a broader trend in the beverage world: the growing overlap between wellness and convenience. More and more, companies are packaging health as a lifestyle accessory—something that looks and feels good even if the nutritional payoff is limited. 

For Starbucks, that’s a smart business move. The company has successfully pivoted to meet every major lifestyle trend of the past decade, from dairy alternatives to sugar-free syrups. 

This particular launch feels more like a safe addition than a real innovation. 

Starbucks’ protein drinks deliver on taste, texture, and branding. What they don’t quite deliver is transformation. For those who enjoy the flavor or need something quick, there’s no harm in indulging occasionally, but for anyone genuinely looking to refuel, the smarter choice might still be a regular coffee and an actual breakfast. 

Overall, these drinks are proof of how powerful the idea of wellness has become and how easily it can be stirred into your daily latte.