Why have a macchiato when you can have a jacked-iato?
What happened: Starbucks is testing a protein cold foam for its drinks at five U.S. locations, with plans to roll it out widely within months. The banana-flavoured foam it’s testing boasts 15 grams of protein, roughly the same as a cup of chickpeas or 6 ounces of Greek yogurt.
- The protein cold foam is part of the world's largest coffee chain’s ambitious plan to revamp its menu, cutting 30% of items while adding new, buzzier offerings.
Big picture: One of the biggest trends in food right now is slapping “high in protein” on any and every item imaginable, from cereal to Kardashian-backed popcorn. Drinks are potentially the biggest such protein category, accounting for a US$6 billion sector, per Beverage Digest.
Why it matters: One might think this trend is close to peaking… au contraire. High-protein diets are important for users of GLP-1 drugs to maintain muscle during weight loss, meaning that as more people take Ozempic, the more protein products we’re likely to see.
- Canada probably has around a million GLP-1 drug users. JPMorgan projections estimate the number could triple by 2030 — that’d be 10% of the adult population.
Bottom line: As GLP-1 drugs continue reshaping grocery aisles and “fit-fluencers” praise the magic of protein, maybe take a step back and ensure you’re not eating too much of it.—QH
