Starbucks plans major change to how it adds new menu items

Long known for its overly complex and sugary drinks, Starbucks is now looking to steer its brand in a new direction, revealing major changes coming to its menu.

In a strategic pivot, the coffee giant will introduce more nutritious offerings geared towards health-conscious consumers to meet their ever-evolving preferences.

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During its latest earnings call, the company expanded on its new “Starting 5” program, a testing program where five stores will be selected to trial new menu items before rolling them out internationally.

This program is designed to minimize product failure by refining offerings and launching menu innovations based on customer feedback. To avoid operational disruptions as the new items are introduced, Starbucks is involving its baristas in the process, ensuring long-term success.

“This innovation is being kind of co-built with our baristas in our stores,” said Starbucks CEO Brian Niccol in an earnings call. “We tapped into our baristas to help us fine-tune the program so that it's executed in a way that can be a great drink every time on the speed requirements that our customers expect, and it sets our partners up to be successful with every drink that they're preparing.”

Starbucks unveils its “Starting 5” program to appeal to health-conscious consumers.

Image source: Getty Images

This innovative program is part of Starbucks' (SBUX) broader “Back to Starbucks” turnaround plan, in which the company aims to revamp its menu “centered on premium coffee experiences and exciting beverages beyond coffee, artisanal food that resonates across day parts, and the function-forward modern offerings that customers want,” said Niccol.

Protein Cold Foam: This addition combines Starbucks' signature Cold Foam with protein powder to deliver around 15 grams of protein per serving without compromising taste. It will launch in the late fourth quarter of fiscal 2025 and is set to build on the 23% year-over-year ordering increase, as it has become Starbucks' most popular modifier.
Coconut Water-Based Beverages: This innovation adds coconut water to cold beverages. The test versions include Coco Matcha and Coco Brew, currently available in select markets.

Starbucks is also unveiling a reimagined artisanal baked case and introducing a new 1971 dark roast coffee available in its Clover Vertica brewer. Both will launch in early 2026 across all U.S. company-operated stores.

Throughout the remainder of that year, the coffee giant will continue to develop and test more experimental beverages and nutrient-forward food options.

Over the last few months, Starbucks has made multiple menu changes to promote healthier choices and accommodate a wider range of dietary needs as it aims to expand its customer base.

The company removed extra charges for non-dairy milk customizations, added more plant-based friendly options like the Spicy Falafel Pocket, and launched the new ready-to-drink Starbucks Iced Energy beverage and Frappuccino Lite Coffee Drink.

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Starbucks also removed sugar from its matcha powder, allowing customers more control over the sugar content of their beverages. The coffee giant claims this change has led to a 40% increase in matcha-based beverage sales.

The Starting 5 program was first introduced during the June Starbucks Leadership Experience event in Las Vegas, where the company revealed early test menu items, including the new Banana Protein Cold Foam and new pastries such as the Butter Croissant, Raspberry Croissant, and Double Chocolate Cookie.

Additionally, Starbucks revealed it is doubling down on addressing customer needs further by testing gluten-free and high-protein food options soon, allowing it to remain competitive and relevant in the industry.