Starbucks Rolls Out Nationwide Launch of Olive Oil-Infused Beverages Despite Mixed Reviews
Starbucks is set to introduce its Oleato lineup, featuring extra virgin olive oil-infused drinks, across its US and Canada locations starting Tuesday. The expansion follows a limited launch in select cities last year, despite some customers expressing dissatisfaction with the beverages causing discomfort.
Oleato comprises two offerings: an oat milk latte infused with extra virgin olive oil and a new toffeenut iced shaken espresso with golden foam, incorporating vanilla sweet cream infused with extra virgin olive oil into a cold foam.
The concept originated from former Starbucks CEO Howard Schultz, who, inspired by olive oil producer Tommaso Asaro, sought to merge the practice of consuming a tablespoon of olive oil daily with his coffee routine. The drinks initially debuted in Italy in 2023, marking one of Starbucks’ significant launches in decades.
While opinions on Oleato have been mixed, with some reviewers considering it more of a stunt than a long-term menu addition, Starbucks CEO Laxman Narasimhan touted the beverage’s success during an analyst call, describing it as “highly successful” and ranking among the top five product launches in the past five years in terms of brand awareness and excitement.
Despite concerns and social media complaints about potential digestive discomfort, Starbucks is confident in the nationwide rollout, showcasing its commitment to the unique and innovative Oleato lineup. The move comes as Starbucks prepares to report its earnings, with potential challenges in the quarter attributed to various factors, including protests and softer holiday sales.
