Introduction:Starbucks plans to introduce its Oleato coffee, which blends olive oil, into the Chinese market. This innovative beverage, spearheaded by former CEO Howard Schultz, was first launched in Italy in February 2024 and has since been rolled out in the United States and Japan. However, consumers have reported numerous complaints about its greasy texture and digestive discomfort. This article delves into the product concept of Oleato, market reactions, and explores the challenges and potential of its entry into China.

Starbucks has recently announced its intention to bring the controversial Oleato olive oil coffee to the Chinese market. This innovative drink, personally championed by the brand’s former CEO Howard Schultz, made its debut in Italy in February 2024, followed by launches in the United States and Japan. However, the market response has fallen short of expectations, with many consumers complaining that the cold version of the drink causes a thick, greasy mouthfeel due to the olive oil solidifying, and even leads to gastrointestinal issues such as diarrhea.

Professional dietitians warn that the caffeine and acidic components in coffee already tend to irritate the stomach, and the addition of olive oil — a lubricating fat — can double the likelihood of triggering indigestion and diarrhea.A single 16-ounce (approximately 473 ml) serving of Oleato coffee can contain up to 34 grams of fat, far exceeding the fat content of most regular meals, posing even higher risks for individuals with sensitive stomachs or pre-existing gastric conditions.

The inspiration for Oleato reportedly came from Howard’s trip to Sicily, Italy, last year, where he observed locals consuming virgin olive oil daily as a health practice. Inspired, he returned home and immediately assembled a team to develop the product, aiming to integrate this Mediterranean dietary element into coffee as one of the brand’s most significant innovations in its 40-year history. Howard expressed strong confidence in the product, even going so far as to describe it as something that would “revolutionize the entire coffee industry.”

However, the market reaction has not lived up to expectations. Whether in Italy, the United States, or Japan, consumers have largely given negative feedback on the taste of Oleato, especially in the iced versions where the olive oil tends to congeal when cold, taking on a texture similar to lard or butter that clings to the mouth and creates an unpleasant greasiness. In addition, many consumers have shared on social media platforms that they experienced diarrhea after drinking it, with some cases even requiring medical attention.

Erin Palinski-Wade, a registered dietitian in the United States, analyzed that the combination of caffeine and olive oil is highly irritating to the stomach, especially when the drink lacks sufficient carbohydrates and dietary fiber to buffer the effects, making it difficult for the body to adapt and leading to rapid onset of discomfort. She emphasized that although olive oil is considered a healthy fat, rich in monounsaturated fatty acids and antioxidants,drinking it directly or mixing it with stimulating beverages should still be approached with caution, and it is generally recommended to do so under professional guidance.

Even in the face of negative consumer feedback, Starbucks has decided to accelerate the global rollout of Oleato, and now plans to introduce it to the Chinese market. This move has reminded many netizens of past controversial “dark coffee” series, such as creative products like century egg latte and octopus latte, leading to widespread skepticism about the acceptance of Oleato.

For consumers who will soon try this new drink, it is advised to start with small amounts and avoid drinking it on an empty stomach to reduce the risk of gastrointestinal discomfort. Additionally, those who are sensitive to fats or caffeine should preferably familiarize themselves with the product ingredients in advance or opt for other, milder coffee choices. Whether Starbucks’ introduction of Oleato to China will gain market approval remains to be seen.

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