The trend of adding protein to coffee was born on TikTok. And capitalism has taken note of this “functional coffee”

Drinking coffee is a very personal thing. You can do it because you like its flavorbecause you want to take advantage of its health benefits or even because you want that caffeine ‘shot’. It is also a social drink with that classic “let’s have a coffee”, but in recent years, coffee has also become a functional drink. Reason? The need to add protein to everything.

And coffee chains have not been slow to surf the trend.

The ‘profess’. Proteins are one of the pillars of a balanced dietbut if we do intense and regular sports, its intake becomes essential. The ideal is to get it from food, but protein powder (whether vegetable or whey) It is a quick and easy way to increase daily grams. The “normal” thing is to have a smoothie, but in 2021 a trend appeared on TikTok: the ‘teacher‘.

Basically, it is the combination between ‘protein’ and ‘coffee’ and it is what you are imagining: enrich a coffee with protein powder.

Hacking coffee. Named As ‘broistas’, a term that can be somewhat derogatory and combines ‘gymbro’ with ‘barista’, there were those who went directly to a cafeteria, ordered a long coffee and mixed it with their protein shake.

Here the search is to convert coffee into a strictly functional drink that provides caffeine that allows you to perform more during the training session, burn more fat if that training is going to be cardio and add a few more grams of protein to the daily count.

Dutch Bros menu

Dutch Bros.. Evidently, coffee shops have taken note. The entire food industryIn fact, she has been on the protein diet bandwagon for years, with very particular labeling and higher prices in foods that have one or two more grams of protein per 100 grams than the unenhanced version (which is a ridiculous amount). And, as we say, the coffee shops have not wanted to miss that train of body worship.

If people come, order a coffee and add it to their proteins, why not offer the combination directly? Thus, at the beginning of 2024, the coffee chain Dutch Bros. -very direct competition from Starbucks, at least on US soil- launched a series of protein drinks. Coffees like the Salted Caramel Protein Latte or the Salted Caramel Protein Mocha have 20 grams of protein and no added sugar.

The key is their reduced-fat protein milk to which they have added proteins -casein-, and little by little they have been opening the range of protein versions of their most popular coffees.

starbucks. Also in the American West, but somewhat further north, this protein coffee thing resonated. Starbucks wasn’t going to stand by while customers demanded something the competition was already offering, and just a few weeks agothey launched a protein drink line within your menu.

It depends on what you choose, but there are milk foam options that provide about 15 grams of protein per drink in a large size, to others that use milk with whey protein that provides between 30 and 35 grams of protein per drink. As is logical at Starbucks, there are plenty of drinks available to choose from and it doesn’t look like it’s going to be a fad: it’s here to stay.

Tressie Lieberman is the company’s chief brand officer and commented that it is something that “responds to the growing demand for protein by consumers.” And other companies are preparing their strategies, like Peet’s Coffee with its ‘Vitality Menu‘ with protein lattes.

Necessary? I know esteem that the market for this functional coffee is valued at 4,000 million dollars and that it will reach more than 14,700 million by 2034. It is the consequence of that aforementioned cult of the body, especially in younger consumers, because it is an aid to reach the necessary grams of protein in a simpler way.

However, there are those who are skeptical. Eating protein, especially if you practice sports, is fine, but nutritionists already warn that, while an essential nutrient, protein “should not be treated like fairy dust that we sprinkle on everything.”

In the end, it all depends on each person’s nutritional needs and how convenient a shake is… or the pleasure of getting that protein from food.

Images | Xataka,

In Xataka | In the 16th century it was believed that coffee was a satanic drink. So Pope Clement VIII decided to “baptize” him