Retail·StarbucksStarbucks CEO says the company is doubling down on tein and gluten-free options: ‘I believe our food needs to match the craft of our coffee’By Dave SmithBy Dave SmithEditor, U.S.
NewsDave SmithEditor, U.S.
NewsDave Smith is a writer and editor who previously has been published in Insider, Newsweek, ABC News, and USA TODAY.SEE FULL BIO Brian Niccol onstage during the Fast Company Innovation Festival 2025 on September 16, 2025 in New York City.Eugene Gologursky—Getty Images for Fast CompanyStarbucks is betting big on the health-conscious consumer movement with plans to dramatically expand its tein and gluten-free offerings, marking a significant shift in the coffee giant’s food strategy as CEO Brian Niccol seeks to revitalize the brand since taking the reins last year.
Speaking at Fast Company’s Innovation Festival on Tuesday, the 51-year-old coffee-chain boss outlined ambitious plans to “reimagine all of our baked items” and create “much more artisanal” food options that complement the company’s premium coffee offerings.
“I do believe our food needs to match the craft of our coffee,” Niccol said, signaling a fundamental shift in how Starbucks apaches its food .
The company is preparing to launch tein cold foam later this year and is ways to “combine more tein with gluten-free options.” Riding the tein wave Starbucks’ embrace of tein reflects a broader industry trend that shows no signs of slowing.
The global high-tein food market is jected to grow by $50.2 billion by 2028, according to re firm navio, driven by increasing health consciousness and of fitness culture’s ity.
Consumer interest in tein has surged, with tein mentions on social media platforms increasing by more than 10% year-over-year.
Starbucks’ new tein cold foam, which will contain 15-18 grams of tein, represents the company’s attempt to capitalize on what has become one of its most beverage modifiers.
Cold foam sales grew 23% year-over-year, the company reported during its Q3 earnings call in July, making it a natural vehicle for tein enhancement.
“I was watching people coming to our stores, they would get three shots of espresso over ice,” Niccol told Axios.
“And in some cases, they pull their own tein powder out of their bag, or in other cases, they have a tein drink, a Fair Life, and they’d pour that into their drink.” The tein push also aligns with changing consumer habits driven by the rise of appetite-suppressing injectable treatments Ozempic and Wegovy.
Nearly 18 million Americans are expected to be taking versions of GLP-1 drugs by 2029, Axios previously reported, creating demand for high-tein foods that help maintain muscle mass.
Gluten-free growth Starbucks’ commitment to expanding gluten-free options comes as the global gluten-free food market experiences explosive growth.
The market was valued at apximately $7.4 billion in 2024 and is jected to more than double that—$15.4 billion—by 2032. The trend extends far beyond those with celiac disease or gluten intolerance.
In a recent poll, 11% of millennials and nearly as many from Gen Z reported ing a gluten-free diet, despite only 1% of Americans being diagnosed with celiac disease.
Balancing innovation with simplification These innovations form part of Niccol’s “Back to Starbucks” initiative, which aims to restore the company’s identity as a community coffeehouse while addressing operational challenges that have plagued the chain.
Since taking over as CEO in September 2024, Niccol has implemented sweeping changes designed to imve the customer experience and reverse declining sales.
Fortune previously reported Starbucks has been struggling with six straight quarters of declining same-store sales as of its most recent earnings report. However, there are encouraging signs of gress.
Starbucks recently recorded its best-ever sales week for company-owned stores with the return of seasonal favorites the pumpkin spice latte, according to CNBC.
Niccol’s strategy includes bringing back self-serve condiment bars, eliminating upcharges for non-dairy milk alternatives, and $500-600 million in additional labor to imve service.
The company is also renovating up to 1,000 stores to create more welcoming spaces with comfortable seating, ceramic mugs, and locally inspired design elements.
And while Starbucks is lining its by cutting 30% of offerings by the end of the year, it’s still testing new items through its “Starting Five” gram at select locations before national rollout, including the aforementioned tein cold foam, freshly baked croissants, and layered Frappuccinos.
The company hopes these moves—pruning some items, while expanding in other areas—will help it rebuild its reputation as a “third place” between and work.
You can watch Niccol’s full interview from the Fast Company Innovation Festival below: For this story, Fortune used generative AI to help with an initial draft.
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