The flagship product, the High-Protein Latte Pro, contains 20 grams of native milk protein per cup based on a standard grande hot latte recipe. Priced at 36 yuan ($5.25), the drink carries a modest premium over a regular grande latte, which sells for 33 yuan. Starbucks has also introduced a high-protein matcha latte and an acai berry high-protein latte to broaden the appeal of the new lineup.

The strategy builds on Starbucks China’s recent shift toward health-oriented products. Last year, the company launched a sugar-free full-flavor beverage series in response to growing demand for reduced-sugar options. According to Yang Zhen, chief growth officer of Starbucks China, the new drinks are designed to help consumers add high-quality dairy protein to their daily routines while continuing to enjoy coffee.

The launch also aligns with wider policy and consumer trends in China. The government’s Food and Nutrition Development Outline (2025–2030) identifies higher intake of protein-rich foods as a national priority, with dairy recognized as a major protein source. Analysts say the combination of convenience, nutrition and lactose-free dairy ingredients is becoming increasingly attractive to urban consumers.