Starbucks has launched its Oleato range in Italy, blending Partanna extra virgin olive oil with espresso and milk to create a “velvety, buttery flavour” that lingers on the palate.
The concept was inspired by Starbucks CEO Howard Schultz’s visit to Sicily, where he developed a habit of adding a spoonful of olive oil to his morning coffee. Schultz, who often cites Italy’s coffee culture as a major influence on Starbucks, describes the Oleato drinks as a fusion of tradition and innovation.
The range includes three beverages featuring olive oil: an iced shaken espresso, an oat milk latte, and a cold brew.
Reactions from the coffee community have been mixed. Starbucks faced criticism when it entered Italy in 2018, with some seeing its presence as an attempt to alter the country’s deeply rooted coffee culture. The new olive oil-infused drinks are viewed by critics as another differentiation strategy, similar to Domino’s recent withdrawal from the Italian pizza market due to fierce competition.
Industry experts, however, see potential. Emanuel Krantz, senior director of Customer Experience & Innovation at Publicis Sapient, explains that the Oleato range aligns with the global trend of “good fats” in beverages, like bulletproof coffee, while also appealing to Italian tastes.
Partnering with Partanna, a century-old Sicilian olive oil company, adds authenticity and credibility, helping Starbucks reassure customers of the quality and nutritional value of the new drinks. Krantz notes that combining olive oil with coffee taps into an existing Italian wellness practice, creating a product that is both locally relevant and scalable to other markets.
Starbucks aims to expand the Oleato range beyond Italy, targeting markets including Japan, the US, the UK, and the Middle East later this year. Schultz has described the launch as the most exciting innovation of his four-decade career at Starbucks.
Still, not everyone is convinced. Matteo Pavoni, the current Italian Barista Champion, expressed skepticism, saying, “I’m sure when Starbucks does something new there will be discussion and maybe other companies will take inspiration, but I don’t think it’s my type of drink.”
Whether the Oleato range will become a staple in Italy or abroad remains uncertain, but Starbucks is clearly betting on a blend of tradition, innovation, and global trends to capture consumer interest.
