Starbucks hops on the health craze with protein coffee weight-loss influencers had been concocting in its drive thru for months

Davenport, Florida, Starbucks Coffee, outside exterior drive thru through. (Credit: effrey Greenberg/Universal Images Group via Getty Images)

• Starbucks is rolling out a protein-rich product line starting Sept. 29. Its new protein cold foam and protein lattes aim to capitalize on the growing cohort of health-conscious consumers, from Gen Z TikTokers to GLP1 users, experts tell Fortune. The products also may substitute a viral trend that had customers act as their own mixologists in the coffee chain’s drive thru.

Everything is being protein-ified. Now it’s Starbucks’ turn.