Dive Brief:
- Dunkin’ added protein milk to its menu on Wednesday as part of a winter update to its menu, the company said in a press release.
- The brand will promote the addition with Megan’s Mango Protein Refresher, a new iteration of its refresher category that it designed in collaboration with rapper Megan Thee Stallion.
- The new milk is a sign that 2025’s protein craze, which saw Starbucks add protein cold foam as a menu option, is far from over.
Dive Insight:
Dunkin’ said its protein milk “delivers a creamy, familiar taste without a chalky texture or aftertaste.” To help promote the option, Dunkin’ highlighted a number of new drinks on its menu, each of which offers 15 grams of protein for a medium beverage.
Consumers can substitute protein milk for dairy and non-dairy milks in drinks across Dunkin’s menu, according to the press release. The milk can also replace the non-dairy base of Dunkin’s Refresher platform of beverages. The many use cases for this milk means Dunkin’ gains a wide range of protein-heavy beverages with the addition of a single SKU.
“We saw protein milk as a natural way to give our guests more flexibility in how they enjoy the Dunkin’ menu throughout the day,” Jill Nelson, chief marketing officer at Dunkin’, said in the press release.
Protein milk is a version of dairy milk that has been selectively filtered to contain a higher proportion of protein, according to an article from McGill University’s Office for Science and Society.
Protein, which carries a health halo for its satiating properties and association with gym culture, has become an easy way for brands to signal the health functionality of their offerings and increase value perception. Major brands like Chipotle and Starbucks added protein-dense menu items in the last year as a way to appeal to those consumer sentiments.
