Corporate Governance at Jumu — Issue 7: Crisis Public Relations Governance, Illustrated by the 'Starbucks Carcinogen' Incident

Looking back now at the original article that sparked the controversy, it is indeed easy to believe—because it truly appears ‘logical and evidence-based’: it cites a California court ruling, reports from global media outlets, identifies acrylamide as a carcinogen, and provides supporting references. Coupled with its highly sensational headline—‘Starbucks’ Biggest Scandal Exposed! Global Media Goes Viral! The Coffee We Drink Is Actually This…’—it’s no wonder the article went viral. In today’s world, where the internet and mobile internet have become near-essential for human existence, we cannot realistically expect every information consumer to exercise independent critical thinking. Yet on April Fool’s Day, the situation suddenly reversed. Starting April 1, mainstream media and influential self-media accounts began labeling the article as a rumor, and numerous individuals stepped forward to debunk it. Likewise, these debunking messages rapidly gained traction—like macrophages in an immune system—and successfully neutralized the negative impact generated just two days earlier. On April 1, Starbucks China issued an official statement to all media outlets, accompanied by a notice from the U.S. National Coffee Association (NCA) (see image above), translated as follows: National Coffee Association Notice Regarding California Proposition 65 Ruling (March 29, 2018) In this protracted legal case, today’s outcome of California’s Proposition 65 ruling may require all coffee products to carry cancer warning labels. The entire coffee industry is currently evaluating various responses—including continuing appeals and pursuing further legal action. Placing cancer warning labels on coffee products would mislead consumers. The U.S. government’s Dietary Guidelines state that coffee is part of a healthy lifestyle. The World Health Organization (WHO) has explicitly stated that coffee does not cause cancer. Countless academic studies have demonstrated the health benefits of coffee consumption, and coffee drinkers tend to live longer. William Murray, President and CEO of the National Coffee Association, stated: ‘Coffee has long been proven to be a health-beneficial beverage. This lawsuit has produced an absurd result: Proposition 65 confuses consumers and undermines public understanding of health.’ Starbucks’ official approach was not to issue its own opinion hastily, but rather to rely on an external statement—namely, that of the industry association—to substantiate its position. This strategy proved highly effective, while also avoiding the appearance of self-serving advocacy.

Starbucks Unveils a New ‘Nutritional’ Solution

Addressing the potential issue of inadequate protein intake among Chinese consumers, Starbucks China has introduced an innovative solution. On April 7, Starbucks China announced the launch of its new High-Protein Latte PRO series, designed to help consumers effortlessly meet their daily protein requirements—with approximately 20 grams of high-quality protein per cup. For the coffee industry, Starbucks China’s introduction of the functional, low-burden High-Protein Latte PRO series may propel the sector beyond competition centered on flavor and occasion, toward higher-level competition focused on health nutrition, technological R&D, and dietary functionality. For Starbucks itself, building upon its earlier ‘True Taste, Zero Sugar’ system—which harmonizes reduced sugar with rich flavor—to its rose-infused ‘Rose 20’ series emphasizing natural ingredients and lightness, and now to the High-Protein Latte PRO series, Starbucks China continues deepening its health-oriented product portfolio. Through technological innovation and ingredient upgrades, it responds directly to national dietary needs and solidifies its leadership position in the healthy-coffee segment. 01 Launch of the High-Protein Latte PRO On April 7, Titan Consumer learned from Starbucks Reserve Beijing Fang Store that Starbucks China has launched its new High-Protein Latte PRO series simultaneously across all stores nationwide—officially advancing the milk-based coffee category toward higher nutritional value and functional enhancement. The core competitive edge of this series lies in Starbucks’ proprietary 6.0 High-Protein, Lactose-Free Milk. Every 100 ml contains 6 grams of premium native milk protein. Its key technological breakthrough is the UF (ultrafiltration) physical concentration process, which significantly increases milk protein concentration while preserving the milk’s natural aroma. Prepared according to standard recipes, a large-sized High-Protein Latte PRO delivers approximately 20 grams of protein—equivalent to the protein content of three eggs—and fulfills about one-third of an adult’s recommended daily protein intake. Even more groundbreaking for the market: this milk incorporates patented EHT enzymatic hydrolysis technology, which fully breaks down lactose—enabling even lactose-intolerant consumers to drink it safely. Flavor-wise, the high-protein, lactose-free milk carries a naturally mild sweetness; when blended with Starbucks’ signature espresso, it yields a smoother, silkier, richer, and more mellow mouthfeel. Beyond the core High-Protein Latte PRO, Starbucks concurrently launched two seasonal limited-edition variants—the Açaí and Ocean Blue Grapefruit High-Protein Lattes PRO—pairing popular ingredients with high-protein milk to balance visual appeal and nutrition, catering to the diverse drinking preferences of younger consumers. These two offerings respectively feature chia seeds and macadamia nuts, enriching texture while further reinforcing light, health-conscious attributes—creating differentiated seasonal options alongside the flagship product. This proactive move into the high-protein space is not merely a product iteration, but a strategic implementation aligned with evolving health-conscious consumption trends. Leveraging the product launch, Starbucks is guiding public awareness toward the importance of daily high-quality protein intake and advocating for healthy lifestyles anchored in balanced diets and regular exercise. Coinciding with World Health Day, Starbucks China jointly launched the ‘High Protein, Great State’ initiative with the Institute of Food and Nutrition Development under China’s Ministry of Agriculture and Rural Affairs and the People’s Daily Health Client. 02 Seizing a New Industry Frontier For years, China’s milk-based coffee market has competed primarily on flavor, taste, and aesthetics. From thickened milk and coconut milk to oat milk, industry innovations have largely remained confined to alternative dairy sources and flavor layering—rarely touching upon fundamental nutritional value. Meanwhile, fast-paced lifestyles are causing many urban residents to suffer from hidden protein deficiencies.

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