Introduction:Starbucks' newly launched Oleato olive oil coffee series sparked strong backlash from local consumers in Italy within just three days of its market release. The general consensus was that the taste was overly greasy and that the oil failed to blend well with the coffee. What went wrong with this innovative product inspired by Sicilian culinary culture? This article delves into the product details, market reactions, and explores why Italian consumers just weren’t buying it.

On February 22, Starbucks introduced the Oleato olive oil coffee series, which incorporates extra virgin olive oil into its beverages. The inspiration came from CEO Howard Schultz’s observation during his trip to Sicily, where he noticed locals drinking olive oil daily. The lineup includes an Olive Oil Latte, an Olive Oil Iced Shaken Espresso, and an Olive Oil Frothed Cold Brew. Additionally, Milan’s Roastery offers limited-edition items such as the Olive Oil Deconstructed Coffee and the Olive Oil Coffee Martini. These products are priced between $4.8 and $6.9.

The new product uses extra virgin olive oil sourced from Partanna, which is the highest grade of olive oil, known for its purity and health benefits. However, shortly after its Italy launch, the product faced consumer dissatisfaction within just three days. Many complained that the taste was too greasy, especially in cold drinks, where the olive oil did not blend well with the coffee, negatively affecting the overall drinking experience.

Some local residents pointed out that properly prepared extra virgin olive oil should not taste greasy. Instead, due to its rich antioxidant content, it leaves a slightly bitter and spicy aftertaste — a characteristic particularly prominent in high-quality olive oils. In fact, olive oil contains monounsaturated fatty acids, which are beneficial for cardiovascular health. In some European regions, there's even a tradition of drinking a spoonful of olive oil before breakfast to aid digestion.

However, Starbucks’ Oleato series left many consumers deeply disappointed. Especially in the case of the Iced Shaken Espresso, the addition of a large number of ice cubes prevented the olive oil from mixing adequately with the coffee and hazelnut syrup, resulting in clear oil-water separation. The drink ended up feeling oily and unbalanced in texture. During preparation, the olive oil, syrup, and espresso are shaken together before plant-based milk is added, but the cooling effect of the ice cubes made the greasiness even more pronounced.

In comparison, the Olive Oil Frothed Cold Brew received slightly better reception. This drink incorporates olive oil into the milk foam on top of the cold brew. Because cold brew itself is highly concentrated and the milk foam acts as a buffer, the aroma of the olive oil is preserved while the greasiness is significantly reduced. Additionally, the hot drink version, the Olive Oil Latte, involves adding olive oil while frothing the milk, allowing the oil to emulsify fully with the foam. This reduces the direct sensation of greasiness and results in a relatively softer flavor.

Although professional evaluations noted that some drinks had unique technical merits, most consumer feedback focused on negative remarks such as “too oily” and “unpleasant texture.” Some local consumers bluntly stated that the product was too unusual for Italians and instead appealed more to foreign tourists. They felt that Italians are accustomed to pure coffee flavors, and the sudden addition of olive oil disrupted the original balance and complexity of the coffee.

In response to the market feedback, Carlo Marchelli, deputy manager of Starbucks' Milan Roastery, explained that the intention behind launching the Oleato series was to create an “alchemical sensory experience,” combining two distinct Italian dietary cultures — drinking olive oil before meals to warm the stomach, and enjoying coffee after meals to aid digestion. However, despite the well-meaning creativity, the actual taste failed to gain acceptance among local consumers.

The above content is compiled by CoffeeHunters, a coffee news website.