Introduction:Starbucks has introduced its Oleato olive oil coffee series, originating from Italy, to the U.S. market, aiming to attract consumers with a health-oriented concept. However, shortly after its launch, it received a wave of negative reviews due to issues with greasiness and oil coagulation. This article delves into the innovative philosophy behind the series, market feedback, and the details consumers should pay attention to when trying it, helping readers better understand this controversial coffee product.
Starbucks recently launched the Oleato olive oil coffee series in the United States. This coffee product, characterized by the addition of extra virgin olive oil, sparked considerable discussion when it first debuted in Italy. The brand stated that the move aims to integrate Mediterranean dietary culture, using olive oil to add a healthy element to coffee and appeal to health-conscious consumer groups.
However, just three days after its launch in Italy, the product received a large amount of negative feedback. Many local customers reported that the iced version caused olive oil to cling to the mouth due to the presence of ice cubes, resulting in an unpleasant greasy sensation. Some consumers familiar with olive oil pointed out that extra virgin olive oil should have a refreshing taste, yet in this coffee series, it exhibited abnormal coagulation—especially noticeable in cold beverages.
The response in the U.S. market was equally poor. Since its official launch on March 27, many consumers have shared their drinking experiences on social media platforms. Some described the taste as being “like lard coffee,” with main complaints focusing on the oil coagulating into chunks in the cup, negatively affecting the overall taste and drinking experience. Especially when not consumed immediately, the olive oil tends to float on the surface of the coffee and gradually solidify. Even when drinking through the sippy lid opening, it’s hard to avoid the awkwardness of ingesting oil chunks along with the coffee.
One netizen shared that despite being advised by the staff, they still chose to try it—but the result was disappointing. Many reported that when not using a straw, the clear separation between the oil and the coffee is directly noticeable, and the coagulated fat sticks to the inner walls of the mouth, causing significant discomfort. Some consumers even stated outright that while this innovative attempt is novel, the actual experience fell far short of expectations.
In addition to generating market buzz, Starbucks’ launch of the Oleato series is also based on the trend of healthy eating. According to the brand, directly consuming olive oil helps combat inflammation and supports cardiovascular health, and the company hopes to attract health-conscious consumers through this. However, judging from current market feedback, consumers remain skeptical about the balance between “health” and “taste.”
Currently, besides Italy and the United States, Starbucks also plans to expand the Oleato series to markets in the UK, Japan, and the Middle East. But given the reactions from consumers in various regions so far, whether this product can successfully establish itself and become a long-term menu staple remains to be seen. For those who wish to try it, it is recommended to opt for the hot drink version on the first try and pay attention to the timing of consumption to avoid an overall experience compromised by oil chunk coagulation.
The above content is compiled by CoffeeHunters, a coffee news website.
