They’re chasing the wellness economy.
Here's what is happening :
☕ Starbucks launched Protein Lattes and Protein Cold Foam in the U.S. & Canada (Sept 29) — up to 36g of protein per cup. They’re piloting wellness shots, trialing AG1, and even cleaning up ingredients (no HFCS, no seed oils).
☕ GOOD NEWS COFFEE SHOP offers a full menu of boosters — collagen, zinc, vitamin D, taurine, L-theanine & more. All FREE + vegan milks are cheaper than dairy.
🥪 JOE & THE JUICE teamed up with Kevin Durant on a steak sandwich with 33g of protein.
☕ Bluestone Lane serves AG1 and co-hosts run clubs.
🥤 Erewhon turned “viral wellness smoothies” into lifestyle staples.
🥤 SunLife Organics even tapped Andrew Huberman to cut the ribbon at its new SoHo opening.
Why it matters:
• Habit stacking → supplements ride on daily coffee rituals.
• Premium upsell → add-ons = new revenue streams (or free loyalty builders).
• Mainstreaming longevity → protein, adaptogens, probiotics shift from niche to everyday.
• Trust vs. hype → wellness credibility will separate fads from lasting change.
Cafés are no longer just coffeehouses. They’re becoming wellness platforms.
