Starbucks and Coco Cold coconuts with cold brewing of coconuts.
With kind permission: Starbucks
Starbucks will broaden its coconut drinks test to hundreds of additional stores, while it looks further on health and well-being.
From Thursday, the café giant will test its Coco Matcha and Coco Brew drinks in more than 400 stores in big cities, including New York, Los Angeles and the Grand Chicago region. Drinks overlap matcha foam or cold foam on coconut water.
Starbucks first tested coconut drinks in New York as part of his “starting” “starting” innovation program, in which he tests new ideas in five cafes and requests comments from his baristas and customers before pushing these ideas in additional stores. Starbucks did not share any plans for a new expansion beyond the regional test this month.
“The health and well-being of Starbucks are not a trend-is a long-standing commitment. The expansion of the test of our Coco Matcha and Coco Brew drinks is the next step to accelerate our health and health well-being plan,” said Dana Pellicano, main vice-president of Starbucks Global Product Experience, in a declaration to CNBC. “We incorporate comments in real time by emphasizing the transparency, functionality and evolution of consumer needs.”
Cold Foam has become one of the most popular modifiers in the chain, as it increased from 23% from one year to the next, CEO Brian Niccol told his last call on results. Starbucks will launch the Cold Protein foam at the end of the fourth quarter, part of its efforts to launch sales after a period of financial results which disappointed Wall Street.
“Cold protein cold mousse without added sugar is an easy way to add 15 grams of protein to almost any cold drink. And customers can also add the flavor of their choice,” Niccol told analysts.
The enlarged Starbucks test is part of a larger trend of the best restaurant channels increasing drinking options, pulled in part by young consumers who are thirsty for personalized cold drinks and healthier options.
The number of drinks offered by the first 500 channels has increased by more than 9% in the past year, according to Technomic’s report in 2025 outside the Navigator house, published in July. Companies have relied even more on cold drinks. Offers such as specialized cafes and energy drinks have experienced the most growth of menus in the past two years, because coffee and tea drinks on the decline of menus, the market researcher reported.
Starbucks is in the middle of his recovery plans “Back to Starbucks” under Niccol, with more renovations of cafes and menu changes. While the strategy is taking shape, Starbucks managers said that the company had increased in the satisfaction of young consumers. Niccol told analysts that client value perceptions were close to two years during his last quarter, driven by gains between generation Z and generation Y, which represent more than half of his customers.
Starbucks bets that innovation, associated with better experiences as part of its new “green deck service” strategy, will help stimulate business. While Starbucks also displayed American sales better than expected in the last quarter in the last quarter, they still dropped by 2% compared to the period of the previous year.
Starbucks’ shares have dropped more than 1% this year.
In addition to the regions of New York, Los Angeles and Chicago, Starbucks will also test coconut water drinks in certain cities of the Midwest, including Cedar Rapids, Iowa; St. Louis, Missouri; Springfield, Illinois; South Bend, Indiana; And Madison and Milwaukee, Wisconsin.
