Food & Beverage
Smoothie King, Tropical Smoothie Cafe join the 'proteinization' of the fast casual industry
Both beverage brands join Starbucks, Nekter Juice Bar and The Coffee Bean & Tea Leaf in the focus on protein
January 7, 2026 by Cherryh Cansler — Editor, FastCasual.com
If the first week of 2026 has taught us anything, it's that the "proteinization" of the fast casual industry isn't just a seasonal fad — it is an all-out race.
Earlier this week, we covered how Starbucks, Nekter and The Coffee Bean & Tea Leaf have pivoted toward high-protein, functional menus to capture the 71% of Americans now chasing muscle-centric nutrition. But the momentum isn't slowing down. Two of the biggest names in the smoothie sector, Tropical Smoothie Cafe and Smoothie King, have just entered the fray with high-stakes launches that prove the industry is moving away from "diet" culture and toward total performance.
Smoothie King: Solving the 100g Protein Gap
Smoothie King is taking the trend to its logical extreme with the launch of its "100g Protein Pack," a selection of protein-packed menu items including a Protein Box with hard-boiled eggs or Peanut Butter and Fruit, cheeses, fruit, flax & sea salt crackers; a Peanut Butter Toast with all-natural peanut butter topped with fruit on 8 grain toast; and the Gladiator Smoothie.
The brand isn't just suggesting a protein boost; it's attempting to solve a major nutritional hurdle in a single transaction.
According to Smoothie King's inaugural "Healthy Habits and Smoothie Trends Report," 43% of Americans are striving to hit a 100-gram daily protein goal, yet a staggering 92% of them fail to reach it. By bundling a Gladiator smoothie, a protein snack box and peanut butter toast, Smoothie King is positioning itself as a one-stop utility for the "muscle-conscious" consumer.
The report also highlights a massive cultural shift: the "GLP-1 effect." With 50% of people viewing weight-loss medications as the "new Dry January," smoothies have become a vital tool for those on GLP-1 regimens. Sixty percent of these users report drinking more smoothies to maintain nourishment while their appetites are suppressed, a trend Smoothie King is doubling down on with its dedicated GLP-1 Support Menu.
Tropical Smoothie Cafe: High-Protein, High-Volume
While Smoothie King targets the total-day goal, Tropical Smoothie Cafe is focusing on the "New Year Reset" with a limited-time lineup of premium protein smoothies available through March 3.
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| Tropical Smoothie Cafe is focusing on the "New Year Reset" with a limited-time lineup of premium protein smoothies available through March 3. |
Partnering with Chobani Greek Yogurt and utilizing whey protein, the brand's offerings — like the Chocolate PB Protein smoothie — deliver up to 39 grams of protein. It's a direct response to the #protein movement currently dominating social media, where the hashtag has surpassed 2.8 million posts on TikTok.
"Our guests are refreshing routines and looking for options that help them stay fueled and focused," Deborah von Kutzleben, chief marketing officer for Tropical Smoothie Cafe, said in a press release.
Fuel, don't just fill
As the fast casual industry eyes a $148.4 billion valuation by 2029, the brands winning the winter are those making their menus work harder for the consumer.
Whether it's a post-workout recovery or a GLP-1-friendly meal replacement, the message is clear: If you aren't offering a functional protein boost, you're leaving money on the table.
About Cherryh Cansler
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