YOU know what’s good for breakfast? Protein. And coffee.

And so Starbucks has come up with a new ‘proffee’ menu to capitalise on the market for this morning pick-me-up duo.

The global coffee juggernaut has added protein cold foams and lattes and protein-boosted milks to its permanent menu in the US, with 15 to 36 grams of the essential macronutrient stuffed into each 473 mL ‘grande’ beverage.

“Consumers are prioritising protein in the morning, are open to paying a premium for protein-enhanced drinks, and younger generations are driving that shift – all pointing to protein coffee as a trend with strong tailwinds,” Rebecca Rickert, head of consumer insights at Empower, told New York Post.

A potential downside to proffee is that some products are laden with calories and sugar that can undermine the feeling of fullness that protein provides, not to mention sabotage any weight loss hopes that have been pinned on the caffeine.

Nutritional party poopers (sensible people) suggest sticking with lean protein, fruits, vegetables and whole grains that offer fibre and a range of nutrients instead.

The post Dispensary Corner 01 Oct 25 appeared first on Pharmacy Daily.