SBUX · News · 20260920N

Menu / Product Innovation and Pricing

STARBUCKS CORP · 2026-09-20 · Importance 31 · Surprise 42

Starbucks reformulated its chai latte recipe in March, reducing sweetener and introducing a new low-sugar base. The company says the change is intended to provide customers with more customization, but loyal customers have petitioned for the original formula to return. The backlash highlights customer-retention risk from menu changes despite broader strength in comparable sales.

Key facts

• Starbucks' overall financial performance includes strong comparable sales and raised EPS guidance, despite the chai backlash. source
• Starbucks introduced a reformulated chai latte recipe in March with less sweetener and a new low-sugar base. source
• Customers are petitioning for Starbucks to return the original chai latte formula. source
• Starbucks says the reformulated chai latte change offers more customization. source