What was Starbucks Oleato?
Inspired by a Mediterranean tradition witnessed by former CEO Howard Schultz, Starbucks introduced Oleato in Italy in February 2023. The line featured Starbucks coffee infused with Partanna extra virgin olive oil, marketed for its "velvety smooth" quality. The initial offerings included:
- Oleato™ Caffè Latte: Blonde Espresso with oatmilk and olive oil.
- Oleato™ Golden Foam™ Cold Brew: Cold brew topped with olive oil-infused vanilla sweet cream cold foam.
- Oleato™ Iced Shaken Espresso: Espresso with oatmilk, toffeenut, and olive oil.
Following a limited release, Oleato saw a wider rollout but was ultimately removed from most U.S. menus within a year.
The Taste Test: Was Oleato actually good?
Opinions on Oleato's taste were highly divided. While some enjoyed the smooth texture the olive oil added, many found the flavor combination off-putting. Common criticisms included the olive oil overpowering the coffee with an earthy or grassy taste, an unpleasant oily aftertaste, and the oil separating in cold drinks. However, the Oleato Golden Foam Cold Brew often received more positive feedback, with some appreciating the unusual creaminess it provided.
The unexpected side effects and discontinuation
A notable and widely discussed aspect of Oleato was the digestive distress reported by some consumers, which included a laxative effect. This was attributed to the combination of olive oil and coffee. Starbucks' decision to discontinue the line in most U.S. stores was part of an effort to streamline operations and remove a product that hadn't achieved broad popularity.
Comparison: Oleato vs. Classic Starbucks Drinks
To see how Oleato stacked up against traditional Starbucks offerings, here's a brief comparison:
| Feature | Oleato™ Golden Foam Cold Brew | Vanilla Sweet Cream Cold Brew | Caffe Latte (with Oatmilk) |
|---|---|---|---|
| Flavor Profile | Vanilla, sweetness, and noticeable olive oil. | Smooth, sweet vanilla and coffee. | Classic espresso and nutty oat milk. |
| Texture | Silky foam, potential oil separation. | Velvety foam, smooth cold brew. | Consistent and smooth. |
| Aftertaste | Can be oily. | Clean coffee and vanilla. | Clean, creamy coffee. |
| Nutritional Impact (Approx. Grande) | Higher in fat, ~380 calories. | Moderate calories/fat. | Varies by milk/sweetener. |
| Consumer Reaction | Polarizing, digestive issues reported. | Generally popular and well-liked. | A widely enjoyed menu staple. |
Making sense of Oleato's reception
The mixed reception for Oleato, particularly in the U.S., stemmed from a few key issues. The unfamiliar combination of olive oil and coffee didn't appeal to many palates. Factors like a higher price point, calorie count, and widespread reports of digestive problems also contributed to its lack of success. Oleato's failure in the U.S. illustrates the challenges of introducing radically new products that deviate significantly from established consumer tastes and expectations.
Conclusion
The question of whether Starbucks Oleato was good depends largely on individual preference. While some appreciated its unique qualities, the majority of consumers found the olive oil-infused coffee unappealing due to flavor, texture issues, and digestive side effects. Its withdrawal from most U.S. menus suggests that despite a novel concept, Oleato failed to resonate with a broad audience. However, the beverages may still be available in some international locations.
Can I still buy Starbucks Oleato?
As of late 2024, Starbucks has discontinued the Oleato line in the majority of its U.S. stores. The beverages may still be available in some international markets like Italy, Japan, and China.
How can I try Oleato at home?
Several online recipes offer a way to recreate the Oleato experience at home by blending high-quality extra virgin olive oil with your coffee and oat milk, which is particularly effective in frothing.
What did the Oleato taste like?
Many described the taste as creamy and smooth, with distinct, earthy, and sometimes grassy olive oil notes that could either complement or clash with the coffee flavor. Opinions were sharply divided, with some finding it unpleasant and others appreciating the unusual flavor profile.
