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Starbucks is officially phasing out its Oleato line, a unique fusion of coffee and Sicilian olive oil, in North America. Despite initial excitement and brand buzz, the olive oil-infused drinks received mixed reviews, prompting Starbucks to discontinue the line by early November.
Inspired by Mediterranean Traditions, Starbucks’ Oleato Faces North American Phase-Out for Simplicity
It's no secret that olive oil and coffee are both hallmarks of Italian culture, but the combination didn’t create the splash Starbucks hoped for. Starbucks recently announced that its Oleato line, which infused Sicilian Partanna olive oil into arabica coffee, will be discontinued in the United States and Canada by early November. Initially introduced in Italy in February 2023, the line expanded to U.S. and Canadian stores in January 2024.
According to Tasting Table, the concept behind Oleato came from Howard Schultz, former CEO of Starbucks, who drew inspiration from the Mediterranean tradition of daily olive oil consumption. By combining this with the widespread ritual of coffee drinking, Schultz envisioned a unique product line featuring drinks like the oat milk caffe latte and iced shaken espresso. While variations of Oleato appeared on Starbucks menus globally, the U.S. market saw these two as its flagship offerings.
The decision to remove Oleato from North American menus was made before Starbucks' new CEO, Brian Niccol, arrived in September. However, Reuters reported that it aligns with Niccol's strategy to simplify the menu for a more streamlined customer experience.
Starbucks’ Oleato Line Ends on Mixed Reviews, Leaving a Notable Mark in Brand History
From the outset, the Oleato line faced mixed reviews and critiques, with many Starbucks fans viewing it as a novelty rather than a breakthrough. Nonetheless, Schultz initially expressed optimism, describing the line as “the precipice of such incredible transformation.” Some fans shared a cautious enthusiasm, and even Italy’s La Stampa food critic gave one Oleato beverage a commendable 7 out of 10—a noteworthy rating considering Italy’s general resistance to Starbucks. However, the drinks ultimately missed the mark for many, often described as overly rich and heavy.
Additionally, several customers reported adverse physical reactions to the olive oil-infused coffee. One Reddit user labeled the drink “stomachache-inducing,” while another described it as “so disgusting,” adding that the olive oil layer appeared curdled and separated.
Reflecting on the launch, former interim CEO Laxman Narasimhan noted that Oleato ranked among the top five product introductions in the last five years regarding brand awareness and buzz. Despite a mixed reception and eventual phase-out, Oleato remains a notable chapter in Starbucks' product history, leaving a lasting impression on the brand.
