Protein coffee? Brands cash in on functional beverage boom

According to CNBC, major beverage brands are riding a wave of consumer demand for functional drinks—coffees loaded with protein, sodas fortified with CBD, and other wellness-focused formulations. At Starbucks, the trend is reflected in hard numbers: their Europe, Middle East, and Africa manager told CNBC the company is now selling almost as much protein cold foam as traditional flat whites, signaling a significant shift in customer preferences toward caffeinated options that double as nutrition supplements.

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