One of the world’s biggest dairy companies has joined forces with one of the world’s biggest coffee companies, launching a product range that combines the original energy drink – coffee – with the high-protein proposition that consumers can’t seem to get enough of.
In July, Starbucks announced that it had teamed up with Arla to create a high-protein version of its popular RTD iced coffee products. Arla Foods has been Starbucks’ European partner ever since the coffee giant’s RTD range first launched in Europe in 2010, but this launch marks Starbucks’ first foray into the protein space. The intention is to create “a high in protein beverage that supports our consumers’ active lifestyles, providing a delicious pick-me-up that doesn’t compromise on taste”.
Adam Hacking, Head of beverages at Arla, said about the launch: “This is a game-changing launch, so we have gone full strength with not only one flavour but three. It is a whole new range that will further build our market-leading position and give consumers even more choice.”
Starbucks’ protein drink is sold refrigerated in 330ml bottles and comes in three flavours: Caffe Latte, Caramel Hazelnut and Chocolate Mocha. Made with low-fat milk and no added sugar, it delivers 51 kcal, 1.1g fat, 3.8g sugar and 6.1g protein per 100ml. That adds up to 20 grams of protein per 330ml serve, an amount commonly found in products like protein bars or RTD protein shakes.
The range is currently available in all mainstream retailers across the UK and will launch in the wider EMEA region during 2025.
According to Adam Hacking, Kantar data has shown that Starbucks shoppers tend to be major fans of protein, buying protein supplements 6.1 times more frequently per year than the average consumer.
Marketing for the range clearly focuses on taste, with the tagline “protein never tasted so good”. The target market is young consumers looking for something tasty to fuel their morning workout, or on-the-go energy during a busy afternoon. A video ad shows consumers in their 20s or 30s enjoying the products on a spin bike, while rollerblading and after a yoga session.
