As a zillennial, I adopt a fair number of Gen Z trends, from matcha lattes and thrifting to self-photo booths, but the trend that really stuck with me was fitnessmaxxing, AKA going all in on your workouts.
You may have seen reports that Gen Z is hitting the gym more thanks to social media and peer influence. I can vouch for the latter. With a social circle full of 2000s babies who have swapped nights out drinking for Pilates and CrossFit classes, it was only a matter of time before I got influenced too.
Within weeks of joining the gym, my fellow gym junkies were already bombarding me with questions: “Have you hit your macros?” “Do you drink protein shakes?” As a coffee drinker who eats out often, my meals tend to be heavy on rice and noodles and light on protein, so I started buying ready-to-drink coffees with added protein, such as Rokeby and Meiji, to make up the difference. Very soon, protein coffee, or “proffee”—as it’s known online—became part of my training routine.
Turns out I’m not the only one—beverage chains have caught on too, with Starbucks Singapore launching their Protein Cold Foam on 7 October, PlayMade rolling out a protein smoothie series two days later, and Tim Hortons offering their own protein drinks. So, I picked up two drinks from each brand to answer one question: is protein coffee worth the hype, or is it just another food fad?
Protein coffee started gaining traction on social media around late 2021, when people began mixing protein powder into iced coffee. The trend has since racked up over 20.2 million related posts on TikTok. But TikTok isn’t the only driver. Other reports, including this article by The Straits Times, have also linked the rise of protein-focused eating to GLP-1 weight-loss drugs (such as Ozempic), which suppress appetite and make prioritising protein more important for maintaining muscle.
Protein coffee is also part of a bigger movement called “proteinmaxxing”, the internet term for getting as much protein as possible into your day. What started in gym circles has since gone mainstream, with protein now added to everything from cereal and Pop-Tarts to, as you’ll see later in this article, bubble tea.
Sure, protein coffee could well be a cash grab. But if that added protein actually does something for us, is it really so bad if everyone comes out ahead?
Personally, I don’t think protein coffee is completely a fad, but it could be a phase, much like collagen coffee before it. The functional coffee market, which covers everything from added protein to adaptogens, is projected to grow about 70% between 2026 and 2031. Then again, it could fizzle out once something shinier comes along. Fibre looks like the next contender, with forecaster Datassential naming it the top health trend to follow protein in 2026.
But before deciding whether protein coffee is worth the hype, there’s the more basic question of whether you need the extra protein at all. You could also be paying a premium for a “healthy” label, since the word “protein” alone doesn’t guarantee a big nutritional benefit. Singapore’s Health Promotion Board recommends about 0.8g of protein per kg of body weight a day, or roughly 50g to 60g for adults aged 18 to 49.
At 46kg, that baseline works out to just 37g a day for me. A typical protein coffee with 20g to 30g of protein covers about half to 80% of it, and since I train every day and often miss even that on days when my meals have no protein, I’m probably exactly who proffee is meant for.
That said, I’m no dietitian, so do check with one before changing your diet, especially if you have underlying health conditions.
Starting with the pros: it’s an easy way to hit your daily protein target, which supports muscle maintenance and repair, and protein can keep hunger in check. For me, convenience is the biggest draw, since it’s readily available at most gyms and convenience stores.
Proffee might also be gentler on the nerves, since dietitians say protein can help buffer the effects of caffeine. One Redditor says the Rokeby Double Espresso doesn’t give them the jitters that regular coffee does, and I can vouch for that, since too much caffeine gives me heart palpitations. Plus, powders can be whey, plant-based or collagen, making it suitable for vegan and other diets.
On the flip side, some protein drinks are loaded with sugar or artificial ingredients that can undo the benefit, and certain sugar substitutes can cause bloating or stomach discomfort. Then there’s the taste, which matters more than you’d think, because for a lot of coffee drinkers, the coffee itself is the whole point.
And that’s perhaps the biggest argument against proffee. As one Redditor puts it, “coffee is coffee, protein is protein”, so maybe some things are better left separate.
Now we’re onto the fun part. I got two drinks each from Tim Hortons, Starbucks, and PlayMade, and judged them on taste, value, and protein content. Here’s how they stack up on paper:
Tim Hortons’ protein series has the most protein out of the three brands, with the Protein Belgian Chocolate at 33.5g and 313kcal, and the Protein Maple Cinnamon at 32.2g and 245kcal. Both are priced at $8.80 for a regular-sized cup, which works out to about $0.26 to $0.27 per gram.
The Maple Cinnamon was the clear winner for me. It tasted a little bland at first, but got creamier after stirring, with the cinnamon notes coming through and the protein flavour staying in the background. This one also had a strong caffeinated kick.
Unfortunately, the Belgian Chocolate was a miss for me. It was too watered down, partly from all the ice, so the whey flavour showed up mostly in the aftertaste.
Tim Hortons’ proffee gives you the most protein for your money, but what flavour you get matters. As someone who can’t stand that chalky protein-powder aftertaste, I’d skip the Belgian Chocolate and get the Maple Cinnamon instead.
At Starbucks, you can get protein either in their pre-made drinks or as a cold foam, which costs $2 as an add-on to your usual iced drink. I ordered two of the pre-made options in Grande: the Iced Vanilla Cream Protein Latte ($9.50, 22g) and the Iced Vanilla Cream Protein Matcha Latte ($10.30, 24g). Both come in at 268kcal.
As a matcha lover, I was left disappointed. The Protein Matcha Latte was the weaker of the two, with an astringent, grassy taste. It also had an artificial, powdery texture on the tongue, and a slightly metallic protein aftertaste that was hard to ignore.
The Iced Vanilla Cream Protein Latte fared better. I enjoyed the foam, but the latte underneath wasn’t as sweet, so make sure to stir well. Once mixed in, the drink was creamy and gao, though it got quite jelak by the end. This one also tasted the closest to an actual protein shake you’d get in stores.
Starbucks’ protein drinks are the priciest per gram of protein, at about $0.43, since you’re paying for the base drink as well as the protein. If you’re already a Starbucks regular, adding the $2 foam to your usual order makes more sense than buying the pre-made options.
FYI: PlayMade’s drinks are smoothies, not coffee or tea, but they’re a fun spin on the trend and a sign that even bubble tea chains are hopping on the hype train. The Mango Yoghurt (380kcal) and Strawberry Yoghurt Protein Smoothie (327kcal) each have 23g of protein in a Medium ($6.90) cup, or about 30 cents per gram.
You can also add Protein Boba for $1.40. Adding it brings the mango and strawberry smoothie to 415kcal and 373kcal, respectively.
These drinks were easily the best-tasting of the lot. They were creamy yet refreshing, and tasted just like a dessert beverage. Most importantly, I could barely taste the protein. The strawberry smoothie was sweeter and richer, with the tangy yoghurt coming through more.
The mango smoothie was my favourite. The flavours were more layered, with fruity mango up front and a zesty tang behind it, like a tropical smoothie. I added the Protein Boba, and it was addictively chewy, similar to PlayMade’s Pink Cactus Pearls if you’ve ever had them: springy, with a satisfying bite. There was no hint of protein. If I hadn’t known better, I’d have thought it was just regular boba.
The catch is the calories. The two smoothies work out to 14 to 16.5kcal per gram of protein, the highest of all six drinks I tried. This series is also limited, so it’s only available while stocks last. Even so, this is the one I’d actually go out of my way to buy. It’s also the cheapest cup at $6.90.
To answer the question: yes, I do think protein coffee is worth the hype, if you pick the right drinks. If your meals already cover your protein needs, skip it. But for coffee drinkers like me who often skip a proper protein-rich meal, it’s an easy way to fill the gap.
It’s still better to get your protein from your own meals, though, because the sugar in some of these drinks can add up. Just check the label for sugar, and don’t pay extra for the word “protein”. Sure, they’re pricey, but for the convenience, I’ll willingly let them take my money, at least until the next food trend comes along.
If you’d rather make your own proffee at home, read our list of the best oat milk in Singapore to pair with your protein coffee. If you’re more of a matcha person, here are the best matcha powders in Singapore to stock up on.
Photos taken by Nathania Tay.
This was an independent feature by Eatbook.sg
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