7 Brew’s $2 protein boost goes nationwide, from coffee to soda

7 Brew took its $2 Protein Boost nationwide on October 1, giving customers the option to add 15 grams of protein to drinks ranging from coffee to energy drinks, lemonade and soda, according to the company.

The September 30 announcement followed an August introduction at selected Dallas–Fort Worth stands. It extended the option across a franchise-based chain that reported more than 900 stands in 38 states. The rollout also opened the brand’s October seasonal campaign.

The October lineup stretches from a pumpkin coffee and caramel-topped apple soda to a mocha, an energy drink and a smoothie, all eligible for the added protein serving.

For restaurant menus, protein takes several forms: a serving added to an existing drink, prepared milk, a topping or a named recipe.

Taste and price led the considerations in the International Food Information Council’s July 2025 report on protein perceptions. Asked what they considered when choosing protein sources, 66% of respondents selected taste and 59% selected price, followed by healthfulness at 49% and convenience at 38%. They could choose multiple factors. The findings came from a weighted online Spotlight survey of 1,000 U.S. adults ages 18 and older, conducted May 10–13, 2025.

A serving across the menu#

7 Brew’s product FAQ, checked October 2, identifies the ingredient as unflavored collagen protein derived from pigs. The company says it is available at all stands and can be added to any menu drink. The $2 charge buys the additional serving, separate from the drink itself.

The FAQ describes the protein ingredient as dairy- and gluten-free, while noting that it may be processed in a facility handling dairy and wheat. That description applies to the added ingredient; the customer’s underlying beverage still has its own recipe.

Starbucks prepares milk and foam#

Starbucks documented a different preparation route when it announced its protein drinks in September 2025. Its protein milk would be made daily by baristas, blending 2% milk with unflavored protein powder. Customers could substitute it into drinks whose recipes contained milk, including lattes and shaken espresso. Starbucks presented the drinks as menu modernization responding to customer interest in protein.

That launch followed a smaller test. Starbucks said its Starting 5 program began testing protein beverages in July 2025 at five coffeehouses, gathering feedback from customers and baristas before expanding. The company announced a September 29, 2025 start for its U.S. and Canadian coffeehouses.

The announcement listed protein cold foam in vanilla, chocolate and banana, with seasonal pumpkin and pecan. It also planned permanent menu additions: protein lattes and drinks topped with protein foam.

Its protein guide, checked October 2, describes the powder as whey protein isolate from cow’s milk, combined with sunflower-derived lecithin to help it blend. Customers can order protein cold foam, substitute protein milk or combine the two through the app or a barista.

The options have specific boundaries. Starbucks does not offer the powder as a standalone drink modifier. Protein milk cannot be ordered on its own or as creamer, and customers cannot have that milk preparation remade with a different milk.

The menu also distinguishes the topping from the completed beverage. Its guide lists their protein amounts separately and says quantities vary by drink and size. It directs customers to the app for full nutrition details.

A drive-thru precedent#

Dutch Bros paired named drinks with a broader ingredient option in its January 3, 2024 protein launch. The Salted Caramel Protein Latte combined espresso, protein milk and salted caramel flavor, finished with caramel drizzle. A companion mocha added chocolate sauce to that combination. Dutch Bros said the launch covered all of its then-800-plus locations.

Customers could also add protein milk to other coffee orders during the launch. The announcement set February 29, 2024 as the featured drinks’ end date. At the time, chief marketing officer Tana Davila said Dutch Bros wanted to introduce drinks in the better-for-you category while retaining taste and quality.

Dunkin builds around seasonal flavors#

Dunkin’s August 19, 2026 fall menu announcement put protein milk into two seasonal lattes. Nutty Pumpkin combined it with espresso, pumpkin and hazelnut flavors. Tiramisu Protein Latte combined espresso and protein milk with tiramisu swirl. Dunkin described each as delivering 17 grams of protein in a medium.

The same tiramisu swirl appeared in three other drinks: a Cloud Latte and a matcha made with whole milk, and Shakin’ Espresso with oatmilk. Protein milk supplied another version of the seasonal flavor. Customers could also add the swirl to hot or iced coffee, cold brew and espresso drinks.

Protein milk also reached beyond coffee in the same menu announcement. For the Berry Clementine Refresher, Dunkin listed it as a base alongside green tea, black tea, lemonade, oatmilk and sparkling water. The berry and clementine flavors stayed in place while the customer chose what they were mixed with.