Introduction:Starbucks announced that starting November 7, it will permanently remove its controversial Oleato olive oil coffee series from its North American market, less than a year after the product’s launch. This move is seen as part of the new CEO’s strategy to simplify the menu. Although the series remains available in regions such as China, it has faced widespread criticism due to multiple reports of gastrointestinal discomfort. This article details the history of the Oleato series, market reactions, and the reasons behind its exclusive discontinuation in North America.

The globally renowned coffee chain Starbucks recently announced that, beginning November 7, 2024, it will permanently remove the Oleato olive oil coffee series from its core menu in the North American region. The decision comes just under a year after the product’s initial launch, drawing significant market attention.

This adjustment is widely interpreted as part of new CEO Brian Niccol’s “menu simplification” strategy, aimed at returning to the brand’s original ethos as a community-focused café. Niccol previously stated publicly that the current beverage options in stores are “too complex,” negatively affecting service efficiency and consistency in product quality.

The Oleato Seriesis an innovative product line proposed by Starbucks founder Howard Schultz, reportedly inspired by his deep immersion in the culinary culture of Sicily, Italy. The hallmark of this series is the addition ofa spoonful of Partanna extra virgin olive oilto various coffee beverages, claiming to deliver a smoother texture and unique flavor profile.

This series was first introduced in February 2023 in Milan, Italy. The name “Oleato” combines the Latin word for “olive” with Italian phonetic characteristics, symbolizing the crossroads of olive oil and coffee. It subsequently launched in markets including the United States, Japan, the United Kingdom, and the Middle East, officially entering mainland China in March 2024.

The Oleato series introduced a variety of drinks to the market, including “Oleato Latte,” “Iced Shaken Espresso,” and “Cold Brew.” Each product is made with an additional spoonful of Partanna extra virgin olive oil sourced from Italy, claimed to enhance the richness of the texture and project a healthier image.

However, this innovation is not an original idea from Starbucks. As early as 2022, the U.S. brand Golden Brown Coffee had launched a coffee beverage combining plant-based milk and olive oil, indicating that the market had already seen some experimentation with such combinations.

Notably, the concept of the Oleato series originated from Howard Schultz’s experience during a trip to Italy. It is said that during a conversation with a local olive oil producer, he learned that residents of Sicily have a daily habit of consuming a tablespoon of olive oil, believed to be beneficial for health. Inspired by this, Schultz later adopted the same habit and further considered incorporating olive oil into everyday coffee, eventually leading to the creation of the Oleato series.

However, since its launch, the series has received considerable negative feedback in various global markets. Many consumers reported experiencing significant gastrointestinal discomfort after drinking coffee containing olive oil, with some describing its effects as “comparable to a laxative.” Online, many users have analyzed that caffeine itself stimulates intestinal motility, and when combined with the lubricating effect of olive oil, the two may exacerbate gastrointestinal reactions, leading to frequent bathroom trips.

In response to market skepticism, Starbucks has not publicly provided detailed scientific justification for the product design. However, the decision to discontinue the series in the North American market seems to indirectly reflect the challenges it faced in consumer acceptance.

Notably, in his first public letter after taking office, Starbucks’ new CEO Brian Niccol clearly expressed the vision of returning the brand to its essence as a “community café.” Analysts believe that the discontinuation of the controversial Oleato series may be a concrete manifestation of this brand reshaping strategy.

In response to media inquiries, Starbucks China has confirmed that the current adjustment is limited to the North American market. The Oleato series beverages remain fully available and continue normal sales in mainland China, with no impact from this decision as of now.

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