Wellness is the new morning ritual.
What’s happening: Starbucks added protein beverages to its menus, including protein cold foam toppers and a latte packing up to 36g.
Wellbucks. Facing six consecutive quarterly sales declines and criticized for its sugary menu, the coffeehouse is aligning behind wellness as part of its “modernization” strategy.
This year, it added Sol-ti wellness shots, tested coconut water cold drinks, and piloted items with AG1 mix-ins. Leaning into MAHA, it cut high-fructose corn syrup and artificial dyes while eliminating seed oils from food and sugar from its matcha powder.
Getting grande. The new all-natural, 70% of Americans crave more protein, and 28% of restaurants now call it out. Bulking up, national chain Dutch Bros launched protein coffee last year, while healthy cafe Joe & the Juice collabed with Kevin Durant on a 33g steak sandwich
Daily dose. Forging new wellness rituals, Bluestone Lane cafes now serve AG1 and will co-host run clubs this fall. Taking viral Cali wellness smoothies to NYC, Erewhon is whipping up tonics at Kith’s forthcoming padel club, while SunLife Organics tapped Andrew Huberman to cut the ribbon at its SoHo opening.
Punchline: As consumers seek out functional fuel for healthy lifestyles, cafes and coffeehouses are bulking up the morning cuppa and tapping the wellness economy for a jolt.
