Health

Starbucks Testing Healthy Menu Items Amid Sales Decline

Published JUL 31 2025

Story

Above: Customers enter a Starbucks coffee shop in New York, U.S., on Monday, July 28, 2025. Image credit: Victor J. Blue/Bloomberg/Getty Images

The Facts

Starbucks reported its sixth consecutive quarter of declining same-store sales, with a 2% drop in the April-June period, while revenue rose 4% to $9.5 billion in its fiscal third quarter. Starbucks CEO Brian Niccol plans to revive sales through a series of company-wide changes.
Shai Akabas
Bloomberg.com
The company is testing coconut water-based beverages in five stores in the New York area. These beverages contain about one-third the sugar of a summer-berry lemonade refresher and are enriched with electrolytes, aligning with RFK Jr.'s efforts to promote better health in the United States.
Financial Post
Bloomberg.com
Starbucks plans to launch a protein cold foam featuring 15 grams of protein and no added sugar by the end of 2025. This initiative comes in response to a 23% year-over-year increase in cold foam sales. In June, the company mentioned that the protein cold foam may be banana-flavored.
Entrepreneur
Seattletimes
Starbucks is actively developing sugar-free beverages, including syrups with agave, dates or coconut, and is exploring other options, according to product development lead Dana Pellicano.
Financial Post
Bloomberg.com
CEO Brian Niccol announced plans to invest more than $500 million in additional labor hours for U.S.-operated stores and implement the Green Apron Service model nationwide starting mid-August. "We're not just getting 'Back to Starbucks,' we are building a better Starbucks," Niccol said.
Investopedia
Shai Akabas
All new food and beverage items will begin testing through the Starting 5 program at five U.S. stores before potential wider rollouts, allowing for barista and customer feedback. The company is also planning vegetarian, vegan and gluten-free options, in an effort to draw a variety of customers.
Seattletimes
Bloomberg.com

Sources Split

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The Spin

Narrative A

These health-focused innovations represent a smart pivot toward growing consumer demand for wellness products. The protein cold foam taps into the booming fitness market while coconut water beverages offer natural hydration with reduced sugar. With cold foam sales already up 23%, adding protein creates a functional benefit that justifies premium pricing and builds customer loyalty.

Business Insider

Entrepreneur

Narrative B

This menu overhaul is clearly a desperate attempt to hide deeper operational issues by relying on trendy ingredients. With six consecutive quarters of declining sales, it's evident that coconut water and protein foam will not resolve the fundamental problems at hand. Wellness experiments are nothing but costly distractions from the real challenges the business must confront — Starbucks is losing customer goodwill on multiple fronts.