Starbucks is trying blended Vivano protein drinks now, a move that follows the recent announcement of the closure of 600 stores. The nutritional protein smoothies include a fruit mix blend, to which customers can add an extra shot of green tea matcha powder, and a banana-chocolate flavor which can be boosted by additional espresso shots. The 16 oz cups will contain 240-270 calories, 15 or more grams of protein (they're packed with whey powder) and 5 grams or more of fiber.
On my morning Starbucks run today, I was handed a sample of the "Protein Smoothies Powered by Kinetix" in the fruity banana mango flavor. It wasn't too exciting, it tasted like I would expect a banana flavored slurpee to taste, but it wasn't bad either. I'm guessing Starbucks is trying to target the health-conscious male demographic and non-coffee connoisseurs with these drinks.
Starbucks has also decided to discontinue the breakfast sandwiches, poached eggs on toasted English muffins with meat, cheese and other toppings because the scent they released when in the oven dominated the classic smell of fresh brewed coffee Starbucks has always been known for. (I missed that smell!) They now have a new fruit pastry which is under 300 calories as well as new cold, low-cal drink which will come in blends of fruit, dairy or yogurt.
After fierce competition by McDonalds who introduced Starbucks-style coffee drinks at the new McCafe, the coffee giant has been left slightly wounded. Perhaps these protein shakes are just the boost they need...
Starbucks Tries Protein Drinks
New Vivanno Smoothies
Trend Themes
1. Protein Drinks at Coffee Shops - The trend of coffee shops offering protein drinks opens up opportunities for cafes to cater to health-conscious customers and expand their menu beyond traditional coffee offerings.
2. Whey Powder in Food and Beverage Products - The trend of including whey powder in food and beverage products presents opportunities for companies to incorporate protein into their products to appeal to the health-conscious market.
3. Healthy Menu Options at Fast Food Chains - The trend of fast food chains offering healthier menu options, such as low-calorie and high-protein items, presents opportunities to attract health-conscious customers and differentiate themselves from competitors.
Industry Implications
1. Coffee Shop - Coffee shops can capitalize on the trend of offering protein drinks to appeal to a wider audience and expand their menu offerings beyond traditional coffee beverages.
2. Food and Beverage - Companies in the food and beverage industry can incorporate whey powder into their products to appeal to the health-conscious market and promote the benefits of protein.
3. Fast Food - Fast food chains can attract health-conscious customers and differentiate themselves from competitors by offering healthier menu options, such as low-calorie and high-protein items.