After simplifying its menu, the coffee giant will focus on experiential beverages, artisanal foods and non-coffee drinks.

Starbucks will soon offer protein cold foam and is exploring gluten free and protein-centric foods, CEO Brian Niccol said. The macronutrient is having a moment, with companies marketing everything from cereal to popcorn as a way to get more protein.

Starbucks says it plans to add a cold foam protein drink, coconut water-based beverages and improved baked goods to its menu to help turn around the company’s lagging U.S. sales