Early in November, Starbucks’ contentious line of drinks with olive oil will no longer be available in US locations.
According to a corporate spokesperson, the decision to take the Oleato drinks off the domestic menus was made before Starbucks’ recently hired CEO Brian Niccol joined the firm in early September. But according to the spokeswoman, it fits with Niccol’s plan to reduce menus as part of a larger turnaround initiative to “go back to Starbucks.”
The news of the drinks’ departure was first reported by Bloomberg.
After the bell on Wednesday, Starbucks is scheduled to release its fiscal fourth-quarter earnings. The company claimed in a preliminary publication of its results that weak demand in China and the United States hurt its performance, causing sales to decline for the third consecutive quarter.
In addition to putting a halt to the excessive influence of former CEO Howard Schultz, who came up with the concept for the Oleato brand, Wall Street has high expectations for Niccol’s leadership.
Starbucks’ Caffe Latte, Iced Shaken Espresso, and cold foam were infused with Partanna olive oil as part of the Oleato drink range. For the latte, baristas heated olive oil with oat milk; for the iced espresso drink, they shook it; and for cold brews, they infused it with vanilla sweet cream foam.
During a trip to Italy, Schultz observed Sicilians consuming olive oil on a daily basis, which inspired him to create the Oleato line. He started drinking olive oil with his daily cup of coffee as well, and he thought Starbucks ought to try combining the two. Prior to the announcement, he hinted at the concept as “alchemy” and a “game-changer.”
In Italian, oleeato means “with oil,” according to Starbucks.
The line was first introduced by Starbucks in Italy, then in the spring of 2023, it was introduced in Southern California. In January, a national launch took place.
However, it appears that consumers did not share Schultz’s positive assessment of the beverages. Some social media users reported that the beverages had a laxative effect, and the majority of early reviews in the U.S. press were negative.
The Oleato drinks will remain available in cafes in China, Italy, and Japan.