Daily Insights

Coffee Kick Off

By: Mackenzie Baker | Jan 08, 2021

Health conscious dining is at its most popular at the beginning of a new year, which is why Starbucks has chosen now to unveil three fresh, new products. 

Starbucks embraces the plant-based eating trend for its two new drinks, which include the Honey Almond Milk Cold Brew and the Pistachio Latte. The former beverage includes Starbucks’ classic cold brew with honey and almond milk while the Pistachio Latte includes espresso, pistachio flavoring, and a salted brown butter topping. The two beverages will be joined on the menu by Starbucks’ Kale and Portobello Mushroom Sous Vide Egg Bites, which serve as a vegetarian alternative to the brand’s Bacon & Gruyere Egg Bites. The new menu additions launched nationally on January 5, with restaurant dwellers able to order the foods via the Starbucks app, as well. Starbucks announced the new products via Instagram, where its 18 million followers could sneak a peek at each new product.

The arrival of the Coronavirus pandemic in 2020 shifted consumer eating habits to be overall healthier, with many prioritizing plant based foods more than ever before. The arrival of Starbucks’ newest products shows that this shift could be permanent, and that consumer demand for health-focused foods could continue to grow. As such, the three new menu items could help Starbcuks’ appeal to a wider audience of fresh-focused consumers, in turn leading to more frequent, repeat visits and a surge in app downloads and usage according to a Gartner report. Competitors brands are taking different approaches to changing consumer preferences, such as Dunkin’ and its new Extra Charge Coffee, which includes 20% more caffeine to help rouse consumers. However, Starbucks’ approach could appeal to both coffee drinkers and non-coffee drinkers alike while helping to boost its image as a health and consumer-acclimated brand. 

By expanding its health-focused foods offerings, Starbucks could kick off consumer engagement for the new year and help drive business to its restaurants.