New Profee coffee

Almost a decade ago, Starbucks leaned into Italian romance, talking up "the craftsmanship of the Milanese barista" as it launched its first store in Italy. Now the coffee chain is chasing a very different consumer vibe. Starbucks just rolled out a new menu twist: protein-infused cold foam and protein lattes or "profee".

America is in the middle of a protein craze, where the measure of a good drink isn't just flavor, but how many grams of protein it contains. Dutch Bros - an Oregon-based chain with "broistas" behind the counter and entire menu sections of protein coffees and energy drinks saw Q2 2025 quarterly sales jump 6.1%.

Starbucks' US same-store sales in the same period were down 2%. It's tough out there, but they are trying.