Connect with us

Business

Starbucks health craze-influenced protein coffee resembles weight-loss influencers had been concocting in its drive thru for months

Published

on



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

Consumer and retail brands have ventured beyond powder in an attempt to capture health-conscious customers who might search for their protein fix in every day bites like cereal or popcorn. Now the coffee chain, known for its sugary speciality drinks, wants in.

Starbucks announced a new product line of protein-packed lattes and protein cold foam, saying a grande 16-ounce order could have as much as 36 grams of protein. The new product lines will roll out in U.S. and Canada stores on Sept. 29.

Experts tell Fortune the move follows a wave of health-conscious consumers craving high-protein, low-calorie food options—but it’s also an opportunity to capitalize on a viral DIY protein coffee trend first created by TikTok health influencers.

Starbucks will offer sugar-free and unsweetened iterations of its protein cold foams and lattes, per the company’s Tuesday announcement. The new product line is a push to modernize its menu with “hype-worthy products,” said Tressie Lieberman, Starbucks global chief brand officer.

“Our new protein beverages tap into the growing consumer demand for protein in an innovative, premium and delicious way that only Starbucks can deliver,” Lieberman added.

Starbucks declined to provide additional comment to Fortune.

The demand for protein coffee

Starbucks protein coffee isn’t anything new—at least not to creators who have been acting as in-car baristas, ordering a double shot of espresso over ice in a venti cup and mixing in Koia vanilla bean protein shakes, which are also sold at the coffee chain. Some customers take it even further, bringing their protein shakes of choice from home. The trend has even pushed protein powder companies to market their product as a perfect mix-in for the viral trend. 

Now Starbucks is trying to reclaim its business and boost a healthier image to increasingly protein-obsessed customers.

“Historically, many of the Starbucks specialty drinks have had connotations of being more sugary or higher-calorie,” Michael Della Penna, chief strategy officer at InMarket, told Fortune. “This introduction of protein cold foams marks a shift towards re-engaging those health-conscious consumers who might’ve switched to another shop or started making protein coffees at home.”

The global chain is the first major coffeehouse to introduce protein-packed espresso drinks to its menu, but the trend is industry-wide.

“Protein is certainly having a macronutrient moment,” Matt Bachmann, CEO of Wandering Bear Coffee, a New York-based cold brew company, told Fortune

Bachmann’s company is releasing a protein-based cold brew coffee later this month, using nutrition as a “north star.” Internal research showed that among iced coffee drinkers, “high protein” is the most common general diet guideline followed, Bachmann said.

“I believe for many credible reasons protein has staying power,” Bachmann said. “But the bigger trend here is about general wellness and nourishment from the foods we eat.”

Functional drink craze

Half of Gen Z adults said they consider “high protein” an important part of a healthy eating regimen, according to a recent report by Morning Consult. The same report found social media is 72% of the age group’s primary source for wellness information. For all U.S. adults, 59% reported explicitly following a high-protein diet.

Food scientist Bryan Quoc Le told Fortune the strong trend for consumers seeking to increase their protein intake is a part of a wide movement as consumers are realizing that high protein consumption is correlated to losing weight and gaining muscle. 

“Additionally, many consumers… hope to gain functional benefits from their coffee consumption,” said Quoc, who has a Ph.D. in food science from the University of Wisconsin.

The functional beverage market (beverages that are manufactured and marketed to highlight a specific ingredient, connoting wellness) have grown in popularity over recent years. The global functional beverages market size reached $175.5 billion in 2022 and is expected to hit $339.6 billion by 2030, according to a report by Zion Market Research.

Linda Orr, marketing and sales consultant at Orr Consulting, told Fortune Starbucks’ new drinks will cater to two important consumer bases: Gen Zers and the GLP-1 cohort by introducing a health-marketed product into a product many people can’t go without for a day. 

“Starbucks is transforming a treat-based ritual into a functional habit,” Orr said. “Framed well, it lets customers feel virtuous about a daily coffee while simplifying morning decisions. It adds options beyond the 390-calorie pumpkin spiced latte.”

Fortune Global Forum returns Oct. 26–27, 2025 in Riyadh. CEOs and global leaders will gather for a dynamic, invitation-only event shaping the future of business. Apply for an invitation.





Source link

Continue Reading

Business

Crypto market reels in face of tariff turmoil, Bitcoin falls below $90,000 as key legislation stalls

Published

on



If you don’t like the price of Bitcoin, wait five minutes, and it will change. The major cryptocurrency’s volatility has been on full display to start the year, this time dipping about 7% since last week to its current price of just under $90,000 as of mid-day Tuesday.

Other cryptocurrencies have also slid. Ethereum is down 11% in the last six days to its current price of about $3,000, and Solana is down about 14% during that time to its price of about $127. 

The dip comes as President Donald Trump threatened European nations with tariffs as they pushed back against his plans to take over Greenland, causing markets to scramble. Meanwhile, crypto markets faced an additional headwind as key legislation for the industry, known as the Clarity Act, became stalled after industry giant Coinbase unexpectedly withdrew its support late last week. 

“President Trump’s threat to impose tariffs on Europe has put Bitcoin under pressure,” said Russell Thompson, chief investment officer at Hilbert Group. “The postponement of the Clarity Act in the Senate committee mainly due to concerns from Coinbase eliminated a large amount of positive sentiment in the market.”

Coinbase CEO Brian Armstrong objected to the Clarity Act primarily on grounds that crypto owners would not be able to earn yield from stablecoins. The new uncertainty over the bill, which many assumed was on a smooth path towards a Presidential signature, has shaken the price not just of crypto assets but also the share price of companies exposed to digital assets. 

It’s uncertain whether the current headwinds will fade anytime soon. Trump has made his intentions of taking control of Greenland clear. When a group of European nations expressed solidarity with the Danish, he threatened those countries with tariffs, saying he would not back down until Greenland was purchased. Bitcoin and other risk assets subsequently fell, along with major stock indices, while the price of gold rose.

It’s not all gloom and doom for crypto, at least according to some analysts, who view Bitcoin’s correlation with macroeconomic forces as confirmation that digital assets have finally gone mainstream. 

“Bitcoin’s reactivity is another sign of its increasing integration with broader macroeconomic forces, signaling maturation rather than fragility, even as short-term volatility continues,” said Beto Aparicio, senior manager of strategic finance at Offchain Labs.

Join us at the Fortune Workplace Innovation Summit May 19–20, 2026, in Atlanta. The next era of workplace innovation is here—and the old playbook is being rewritten. At this exclusive, high-energy event, the world’s most innovative leaders will convene to explore how AI, humanity, and strategy converge to redefine, again, the future of work. Register now.



Source link

Continue Reading

Business

The 9 most disruptive deals of Trump’s first year back in the White House

Published

on


President Trump lives on deals: “That’s what I do—I do deals,” he once told Bob Woodward. On the one-year anniversary of his second presidency, he’s pushing hard to make his biggest, most disruptive deal ever, one that would bring Greenland under the control of the U.S.—and the global business community is still scrambling to adapt to his approach. Here are nine of Trump’s most unorthodox deals from the past year.

Nine deals that shook the business world

April 2, 2025: Reciprocal tariffs

Trump imposes “reciprocal tariffs” on 57 countries, with each tariff understood as an opening bid in a negotiation. Several countries have since made deals. The one-on-one negotiations, unlike the multilateral system of the past 80 years, can be chaotic for companies and economies

June 13: U.S. Steel “Golden Share”

In return for allowing Nippon Steel to buy U.S. Steel, Trump requires that the U.S. receive several powers over the company, including total power over all the board’s independent directors and vetoes over locations of offices and factories. 

July 10: MP Materials

The U.S. pays $400 million for a large equity share in MP and signs a contract to buy all of MP’s rare earth magnets for 10 years. The reason for the equity stake was not disclosed.

July 14: Nvidia, Part 1

JADE GAO—AFP/Getty Images

Trump reverses the U.S. ban on selling Nvidia H20 chips to China in exchange for Nvidia paying the U.S. 15% of the revenue.

July 23: Columbia University

LYA CATTEL/Getty Images

The Trump administration restores $400 million of canceled federal research funding for the university under an unprecedented multipoint deal. For example, Columbia must supply data to the federal government for all applicants, broken down by race, “color,” GPA, and standardized test performance. A few other schools later make similar deals.

August 6: Apple

Bonnie Cash—UPI/Bloomberg/Getty Images

At a public appearance with Trump, CEO Tim Cook announces Apple will invest an additional $100 billion in the U.S. over four years; Trump announces Apple will be exempt from a planned tariff on imported chips that would have doubled the price of iPhones in the U.S.

August 22: Intel

Justin Sullivan—Getty Images

Intel trades the U.S. government a 9.9% equity stake in exchange for $8.9 billion that might already be owed to Intel under the CHIPS and Science Act. The deal is unusual because the company was not in immediate danger or significantly affecting the economy.

December 8: Nvidia, Part 2:

Trump reverses the U.S. ban on selling powerful Nvidia H200 chips in exchange for Nvidia paying the U.S. 25% of the revenue. Both Nvidia deals are unusual because the payments to the U.S., based on exports, appear to be forbidden by the Constitution. 

December 19: Pharma

Alex Wong—Getty Images

Nine pharmaceutical companies make deals with Trump that are intended to lower drug prices. This is unusual because Trump negotiated separate deals with each company, and the terms have not been released.

All eyes this week will be watching President Trump at the World Economic Forum in Davos, where the president has hinted he’ll announce some high-stakes agreements. Expect the unexpected.

A version of this piece appears in the February/March 2026 issue of Fortune.



Source link

Continue Reading

Business

Microsoft CEO Satya Nadella’s biggest AI bubble warning yet is a challenge to the Fortune 500

Published

on



Microsoft CEO Satya Nadella has been leading the charge on artificial intelligence (AI) for years, owing to his long alliance with OpenAI’s Sam Altman and the groundbreaking work from his own AI CEO, Mustafa Suleyman, particularly with the Copilot tool. But Nadella has not spoken often about the fears that rattled Wall Street for much of the back half of 2025: whether AI is a bubble. 

At the World Economic Forum annual meeting in Davos, Switzerland, Nadella sat for a conversation with the Forum’s interim co-chair, BlackRock CEO Larry Fink, explaining that if AI growth spawns solely from investment, then that could be signs of a bubble. “A telltale sign of if it’s a bubble would be if all we are talking about are the tech firms,” Nadella said. “If all we talk about is what’s happening to the technology side then it’s just purely supply side.”

However, Nadella offers a fix to that productivity dilemma, calling on business leaders to adopt a new approach to knowledge work by shifting workflows to match the structural design of AI. “The mindset we as leaders should have is, we need to think about changing the work—the workflow—with the technology.”

Growing pains

This change is not wholly unprecedented, as Nadella pointed out, comparing the current moment to that of the 1980s, when computing revolutionized the workplace and opened up new opportunities for growth and productivity and created a new class of workers. “We invented this entire class of thing called knowledge work, where people started really using computers to amplify what we were trying to achieve using software,” he said. “I think in the context of AI, that same thing is going to happen.”

Nadella argues that AI creates a “complete inversion” of how information moves through a business, replacing slow, hierarchical processes with a view that forces leaders to rethink their organizational structures. “We have an organization, we have departments, we have these specializations, and the information trickles up,” Nadella said. “No, no, it’s actually it flattens the entire information flow. So once you start having that, you have to redesign structurally.”

That shift may be harder for some Fortune 500 companies as structural changes could be accompanied by uncomfortable growing pains. Nadella says that leaner companies will be able to more easily adopt AI because their organizational structures are fresher and more malleable. On the other hand, large companies could take time to adopt new workflows.

Despite widespread adoption of AI, the 29th edition of PwC’s global CEO survey found that only 10% to 12% of companies reported seeing benefits of the technology on the revenue or cost side, while 56% reported getting nothing out of it. It follows up on an even more pessimistic finding about AI returns from August 2025: that 95% of generative AI pilots were failing.

PwC Global Chairman Mohamed Kande spoke to Fortune’s Diane Brady in Davos about the finding that many CEOs are cautious and lack confidence at this stage of the AI adoption cycle. “Somehow AI moves so fast … that people forgot that the adoption of technology, you have to go to the basics,” he explained, with the survey finding that the companies seeing benefits from AI are “putting the foundations in place.” It’s about execution more than it is about technology, he argued, and good management and leadership are really going to matter going forward.

“For large organizations,” Nadella told Fink, “there’s a fundamental challenge: Unless and until your rate of change keeps up with what is possible, you’re going to get schooled by someone small being able to achieve scale because of these tools.”

New entrants have the advantage of “starting fresh” and constructing workflows around AI capabilities, while larger firms will have to contend with the flattening effect AI has on entire departments and specializations. 

To be sure, Nadella says that large organizations have kept an upper hand, especially when it comes to relationships, data, and know-how. However, he maintains that firms must understand how to use those resources to their advantage to change management style, then that could pose a major roadblock.

“The bottom line is, if you don’t translate that with a new production function, then you really will be stuck,” he said.



Source link

Continue Reading

Trending

Copyright © Miami Select.