Starbucks Doubles Down on Protein and Gluten-Free: What It Means for People with Celiac Disease

Celiac.com 09/23/2025 - Starbucks plans to "reimagine" its baked items and push deeper into protein-rich and gluten-free choices, including a new protein cold foam, as CEO Brian Niccol refocuses the brand. That's big news for anyone managing celiac disease or gluten sensitivity—more potential options, but also new questions about ingredients, preparation, and cross-contact.

The Big Picture: Food That "Matches the Craft of Our Coffee"

At Fast Company's Innovation Festival, Niccol said the company's food should match the craft of its coffee, signaling a move toward more artisanal, higher-quality items. Starbucks says it will broaden gluten-free offerings and debut protein cold foam with roughly 15–18 grams of protein, reflecting how customers already hack protein into their drinks. For people who avoid gluten, this could translate into more labeled options and greater visibility for allergens in the app—but labeling alone doesn't eliminate cross-contact risk.

Why Protein—and Why Now?

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Protein is having a moment. Mentions across consumer channels keep climbing and high-protein add-ons fit seamlessly into Starbucks' customization culture. The company highlighted cold foam's popularity (up ~23% year over year) and will use it as a vehicle for protein. If you're gluten-free, protein cold foam made without gluten ingredients could be a helpful way to build a more satiating drink, especially if you're also trying to maintain muscle mass during weight loss or appetite changes. Always verify the specific protein source and preparation each time you order.

Gluten-Free Demand Is Surging—Beyond Medical Need

The gluten-free food market is expanding rapidly—valued around $7.4–7.8 billion in 2024 and projected to roughly double by the early 2030s. As mainstream demand grows, large chains like Starbucks have stronger incentives to introduce and keep gluten-free items in regular rotation. For medically gluten-free customers, that momentum can mean better availability—but it also brings a flood of "gluten-friendly" positioning that isn't the same as safe for celiac. Seek clear gluten-free labeling and certification where possible.

Operational Shifts That Could Affect Your Experience

"Back to Starbucks," the company's refresh strategy, includes bringing back condiment bars, removing upcharges for non-dairy milk, adding labor coverage, and store renovations. These updates aim to reduce friction and improve speed and comfort. For gluten-free customers, they're a mixed bag: more efficient lines and clearer workflows are helpful, but shared condiment zones can reintroduce crumb exposure. Use sealed packets when available, avoid open toppings that may contact bread, and ask baristas to prepare your order with clean tools.

Is the Strategy Working?

Early signals are positive. Starbucks reported record single-week sales as fall favorites returned, a boost to the new leadership's turnaround narrative. Stronger traffic makes it more likely that limited gluten-free pilots graduate to national menus—if operational consistency is there. For celiac safety, bigger rollouts are helpful only when paired with standardized training and prep protocols (separate utensils, clean blenders, dedicated wrappers).

What This Means If You Have Celiac Disease or Gluten Sensitivity

1) Expect More Labeled Options—But Verify the Details

A growth push into gluten-free likely means more items flagged in the app and on menu boards. That's useful, but "gluten-free ingredients" is not the same as a controlled process. Ask whether the item is prepared away from wheat-containing foods, whether a separate toaster, blender, or utensils are used, and how finished items are handled and wrapped. Consider sticking to foods and drinks that avoid high-risk prep areas (e.g., open pastries, shared toasters).

2) Customization Can Help You Build Safer Choices

The return of condiment bars and expanded modifiers (like protein cold foam) means you can often build toward your needs—non-dairy milk at no extra charge, simpler ingredient lists, and protein add-ons that don't rely on bakery items. Order modifications that reduce handling: no toppings from open bins, no crumbs near lids, and ask for a fresh pitcher/rinse cycle for blenders and steaming wands when appropriate.

3) Be Skeptical of "Gluten-Friendly" Wording

Chains sometimes use terms like "gluten conscious" or "gluten friendly" for items not prepared in dedicated spaces. For celiac safety, you're looking for: (a) ingredients verified gluten-free, (b) cross-contact controls (separate utensils/equipment), and (c) staff training to execute those controls. If any link in that chain is unclear, treat the item as at risk.

4) Protein Add-Ons Are Promising—Confirm the Source

Protein cold foam is slated to deliver about 15 grams of protein with no added sugar, which could help stabilize energy without relying on pastry. Ask which protein is used (e.g., whey isolates are typically gluten-free; blended drink powders can vary), how the powder is stored, and whether the scoop/pitcher is shared. If you're dairy-free and gluten-free, also check for dairy in the protein source.

Potential Wins for Gluten-Free Customers

• More menu relevance: A visible gluten-free strategy usually leads to more reliable supply and fewer "out of stock" surprises.
• App transparency: Larger chains often expose allergen and ingredient data in the app; use it before you visit.
• Value alignment: Removing non-dairy upcharges and improving operations can make it easier to customize gluten-free and dairy-free drinks without penalty.

Ongoing Risks You Still Need to Manage

• Cross-contact: Shared toasters, ovens, blenders, and condiment bars remain the biggest risk. Ask for fresh utensils and a wipe-down where feasible.
• Rotating pilots: New items may appear as tests before national rollout. Each test market can run slightly different recipes or prep methods—always re-check.
• "Gluten-free" vs. "no gluten ingredients": Only the former implies a standard for cross-contact controls; the latter is a start, not a guarantee.

How to Order Safely at Starbucks: A Quick Checklist

1. Use the app first: Read ingredients and allergen notes; favor simpler items with clear formulations.
2. Ask about prep: Request clean equipment/utensils and separate handling; skip shared toasters and open topping bins.
3. Choose lower-risk builds: Drinks without bakery garnishes; protein cold foam (after you confirm its source and prep); sealed add-ins over open containers.
4. Confirm every visit: Supply chains and store routines change. Re-ask brief, specific questions.
5. Have a backup: Keep a go-to order you know is made safely at your local store.

Looking Ahead: What to Watch

Starbucks says it will streamline the menu, test items in select markets through its "Starting Five" pipeline, and invest in labor and store upgrades to improve consistency and speed. For gluten-free diners, consistency is everything: if training, equipment, and packaging keep pace with new gluten-free launches, safety and variety can improve together. If not, more SKUs could simply mean more confusion.

Bottom Line for People with Celiac Disease or Gluten Sensitivity

A company-wide push toward gluten-free and protein options is encouraging—especially paired with operational changes that reduce friction and improve the experience. But medical gluten-free eating hinges on process, not promises. Treat every new item as an opportunity and a checklist: read the details, confirm the prep, and stick to stores that consistently follow safe-handling steps. If Starbucks can match "the craft of its coffee" with celiac-level controls, it could become a more dependable stop for gluten-free customers. Until then, vigilance is your best companion.

Read more at: fortune.com