Archive · 23 Aug 2025
Starbucks Expands Wellness Strategy with New Drinks
Starbucks is trying to attract people who care about health.
They're testing new drinks with things like coconut water and have already changed some menu items.
The new boss, Brian Niccol, is making wellness a big part of his plan to improve Starbucks.
This plan also focuses on improving the cafes.
Experts think these changes could make Starbucks more money.
This is happening because more people want healthy options, especially younger people.
However, it is not yet sure how well this new strategy will do.
Starbucks is expanding its test of new health-focused drinks, Coco Matcha and Coco Cold Brew.
The Coco line includes matcha or cold brew foam on coconut water.
Starbucks has made other changes, like removing sugar from matcha powder.
CEO Brian Niccol's 'Back to Starbucks' plan prioritizes improving the cafe experience and menu.
Analysts predict new products and health focus will be key sales drivers.
- Who
- Starbucks is implementing a new health and wellness strategy under CEO Brian Niccol.
- What
- Starbucks is expanding its health-focused drink options, including Coco Matcha and Coco Cold Brew, as part of a broader wellness strategy.
- When
- Starbucks announced the expansion on Thursday.
- Where
- The test is expanding to over 400 stores in New York City, Los Angeles, Chicago, and select cities in the Midwest.
- Why
- To cater to growing consumer interest in health and wellness and boost sales.
Optimistic View
Cautious View
Long-Term Viability of Health Trends
Optimistic View
Starbucks' new health-focused products and overall strategy, especially with protein cold foam, are expected to boost sales and contribute to a successful turnaround.
Cautious View
The health and wellness trend is just a fad and may fade out quickly, as consumer behaviors may change again in the near future.
- CEO
- Brian Niccol
- New Drinks
- Coco Matcha, Coco Cold Brew
- Test Locations
- NYC, LA, Chicago, Midwest
- Matcha Sales Increase
- 40%
- Stock Increase Since CEO Announced
- Under 20%