Dunkin' Flexes on Rivals with Protein Drinks & Megan Thee Stallion

BOSTON, MA – January 07, 2026 – Dunkin’ is kicking off 2026 with a major strategic pivot, flexing its muscles in the booming health and wellness sector by introducing Protein Milk and a new lineup of protein-fortified beverages. The launch is supercharged by a high-profile partnership with global superstar Megan Thee Stallion, who headlines the new "Dunk N’ Pump" campaign as her alter ego, "Pro-Tina." This move, part of a broader winter menu refresh, signals a calculated effort by the coffee and donut giant to capture a new generation of health-conscious consumers and redefine its brand identity in an increasingly competitive market.

A Strategic Push into the Protein Market

Dunkin's foray into protein is anything but a casual experiment; it's a direct response to a seismic shift in consumer behavior. The global market for functional and protein-fortified beverages is experiencing explosive growth, with some projections estimating the protein drink market will surge to nearly $77 billion by 2032. This trend is fueled by a mainstreaming of health and wellness, where consumers demand more than just flavor or caffeine from their daily drinks. They want functional benefits that support active lifestyles, aid in weight management, and provide convenient, on-the-go nutrition.

The rise of social media trends like "proffee" (protein-infused coffee) and the increasing number of consumers on GLP-1 weight-loss medications who must prioritize protein intake have further accelerated this demand. Quick-service restaurants are taking notice, transforming their menus to cater to this lucrative market. Dunkin's introduction of Protein Milk—a customizable add-in for coffees, lattes, and Refreshers—positions the brand to compete directly with rivals who have already made similar moves. This strategy aims to not only retain existing customers by offering them healthier options but also to attract a new demographic that might have previously overlooked the brand for its perceived focus on indulgence.

The 'Pro-Tina' Effect: Celebrity Power Fuels a Rebrand

To ensure its protein play makes a cultural splash, Dunkin’ has enlisted one of the biggest names in music: Megan Thee Stallion. In the new "Dunk N’ Pump" campaign, the three-time GRAMMY winner transforms into "Pro-Tina," leading a vibrant, jazzercise-style workout fueled by the new drinks and set to an original track she created for the brand. This collaboration goes beyond a simple endorsement; it includes a co-created beverage, Megan’s Mango Protein Refresher.

"Teaming up with Dunkin’ to bring my new Mango Protein Refresher to life has been such an exciting experience and I can’t wait for the Hotties to try it,” said Megan Thee Stallion in a statement. “Whether you’re drinking it to boost your fitness routine or just to power through a busy day, it’s the perfect drink for any occasion.”

This partnership follows a proven playbook for Dunkin', which has seen massive success with celebrity-driven campaigns. The "The Charli" drink, a collaboration with TikTok star Charli D'Amelio, famously drove a 57% increase in app downloads. More recently, campaigns featuring Ben Affleck and Ice Spice have generated significant buzz and sales. By aligning with Megan Thee Stallion, an artist known for her confidence and influence among younger audiences, Dunkin’ is aiming to inject its brand with a fresh, modern energy and cement its relevance in pop culture.

Flexing on the Competition

The centerpiece of the launch is a new suite of beverages, each made with the new Protein Milk and delivering 15 grams of protein in a medium-sized serving. The lineup is designed to appeal to a wide range of tastes, blending health benefits with the familiar flavors customers expect.

The new protein-forward menu includes:
* Megan’s Mango Protein Refresher: A tropical, creamy drink co-created with the campaign's star.
* Strawberry Protein Refresher: A protein-boosted version of the fan-favorite Strawberry Dragonfruit Refresher.
* Caramel Chocolate Iced Protein Latte: An indulgent yet functional blend of espresso, caramel, and chocolate.
* Almond Iced Protein Matcha Latte: A nutty and creamy take on the popular matcha latte.
* Iced Protein Latte with Sugar-Free Vanilla: A customizable, lighter option featuring Dunkin's first sugar-free vanilla syrup.

This launch places Dunkin' in direct competition with chains like Starbucks, which recently introduced its own line of protein-boosted lattes and cold foams. While Starbucks' offerings boast a higher protein content in some drinks (up to 36 grams), Dunkin's strategy appears focused on seamlessly integrating a solid 15-gram protein boost into its most popular beverage platforms without a "chalky texture or aftertaste," making the healthy choice an easy one for its vast customer base.

Beyond the Beverage: Building a Lifestyle Brand

Dunkin's 2026 winter strategy extends far beyond the drink menu, revealing a comprehensive effort to transform the chain into a multifaceted lifestyle brand. The "Dunk N’ Pump" campaign is supported by a series of exclusive merchandise drops and partnerships designed to embed the brand into the daily routines of its target audience.

A retro-inspired "Dunk N’ Pump Collection" of workout apparel launched on the brand's merchandise site, allowing fans to literally wear their loyalty. In a more pointed move into the wellness space, the company announced a collaboration with the popular fitness accessory brand Bala for a limited run of 2-pound Bala Bangles in signature Dunkin’ colors. Furthermore, a partnership with boutique fitness studio [solidcore] will feature Dunkin’-powered morning classes, complete with exclusive playlists and gift cards to encourage trial of the new protein drinks.

This protein-centric push is complemented by a wider menu refresh that includes indulgent new items like the Caramel Chocolate Shakin’ Espresso and a Golden Chocolate Donut, alongside the return of the popular Sweet Black Pepper Bacon. To drive traffic and loyalty, the brand is also introducing a new $5 Meal Deal and a slate of exclusive offers for its Dunkin' Rewards members throughout the winter, demonstrating a multi-pronged approach to driving growth in the new year. These initiatives collectively signal that Dunkin' is no longer just a place for a morning coffee and donut, but a brand aiming to be an integral part of its customers' entire day.