Starbucks is reviving its s’mores Frappuccino after a six-year absence from menus, in one of the most anticipated drink comebacks for loyal customers, with rewards members getting early access ahead of its wider launch next month.
The frozen beverage, inspired by the classic campfire treat, will return alongside a new s’mores cold brew topped with marshmallow cold foam. Starbucks Rewards members will be able to order both drinks from 30 June, a day before they become available to all customers on 1 July.
The chain announced the return on Instagram, captioning the post “this is just the beginning.” The announcement quickly attracted thousands of likes, with customers expressing their enthusiasm in the comments. “This is my Roman Empire,” one wrote, while another said: “I have been praying and hoping you would bring it back. Please bring it back every summer.” A third added: “You need to keep it forever. One of my absolute favorites.”
The drink’s return forms part of what Starbucks is calling “a summer for the fans.” On 14 July, the chain will introduce a new range of blended energy refreshers, including a blended mango dragon fruit lemonade energy refresher, a blended mango strawberry lemonade energy refresher, and a blended pink energy drink for fans of the popular Pink Drink. A blended matcha lemonade will also join the lineup for a limited time, offering a slushy take on the chain’s iced matcha latte. On 7 July, Starbucks will launch a Pink Drink-themed merchandise line, including an oversized keychain, hair clips and a belt bag.
The s’mores Frappuccino’s comeback comes as Starbucks faces intensifying competition in the coffee market. Chinese chains Luckin Coffee and Mixue have both expanded into the United States in recent months, offering drinks at significantly lower prices. Mixue Ice Cream & Tea already operates more than 47,000 locations globally, making it bigger by store count than both Dunkin’ and Starbucks.
The renewed focus on nostalgic menu items comes amid a broader restructuring effort under chief executive Brian Niccol, aimed at reviving the chain’s US business following weakened sales as competition increased and consumers became more price-conscious. Last month, Starbucks announced it would lay off a further 300 US corporate employees and close some regional support offices. As of 28 September 2025, the company employed roughly 9,000 US-based non-retail workers and a further 5,000 international employees in regional support roles, according to a regulatory filing. As part of the turnaround push, Starbucks has also worked to improve cafe operations, bring seating back into stores, introduce new menu items and increase staffing levels across its coffeehouses.
