Starbucks has been sued by consumers who said the coffee chain falsely advertised eight protein beverages as “sugar-free” because they contain lactose, a naturally occurring sugar in milk.
According to a proposed class action filed on Oct. 2, reasonable consumers would not expect the beverages to contain 13 to 21 grams of sugar per 20- or 24-ou
nce “venti” serving. The complaint in Seattle federal court seeks unspecified damages for false advertising and violations of various state consumer protection laws.
he eight Starbucks beverages are Sugar-Free Vanilla Protein Latte, Sugar-Free Caramel Protein Latte, Sugar-Free Vanilla Protein Matcha, Sugar-Free Caramel Protein Matcha, and equivalent versions containing ice.
Federal law prohibits Starbucks from using “sugar-free” to describe beverages containing more than 0.5 grams of sugar per 12-ounce serving, the complaint said.
Consumers accused Starbucks of trying to capitalize on the desire of 75% of Americans to reduce or eliminate sugar consumption. They also said Starbucks failed to provide federally required disclaimers that the protein beverages are not low-calorie food or meant for weight control.
Starbucks, based in Seattle, had no immediate comment on Monday. A lawyer for the consumers did not immediately respond to requests for comment.
Food producers are regularly sued for alleged false advertising, including in dozens of recent cases challenging “sugar-free” or “zero sugar” claims for products containing a sugar substitute known as allulose
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The Starbucks website says the beverages are “protein-packed” with “no added sugar,” and venti servings contain between 270 and 340 calories. The company launched the beverages in September 2025 as part of its “Back to Starbucks” updated menu.
The private equity firm is working with investment bankers at JPMorgan and Goldman Sachs on the process, which has attracted interest from prospective buyers, said the sources, who requested anonymity because the matter is confidential.
Applied Systems, Hellman & Friedman, JPMorgan and Goldman Sachs declined to comment.
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Applied Systems generates more than $550 million in annual earnings before interest, taxes, depreciation and amortization, one of the sources said.
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