Starbucks Oleato Olive Oil Coffee Launches in the US! Netizens Criticize: Is This Lard Coffee?!

Starbucks' Bold Gamble: The Oleato Olive Oil Coffee Line

Last month Starbucks made waves with the launch of its groundbreaking "Oleato" series — a coffee line infused with olive oil that the industry had never dared to imagine. The announcement set off heated discussion online.

The series was inspired by the everyday habit of drinking olive oil in Sicily, Italy. Unlike its usual approach, Starbucks chose Italy as the initial launch market rather than the United States.

Just three days after the series launched in Italy, however, Italian netizens began criticizing it for being far too greasy. Many pointed out that the whole point of extra virgin olive oil is that it doesn't feel oily when consumed, yet the iced drinks in this line were genuinely disappointing. They complained that the ice caused the oil to cling to the inside of the mouth, creating a very uncomfortable sensation.

Some more analytical commenters weighed the pros and cons of each product, conceding that beyond the greasiness, other aspects were quite good. That did not convince the netizens who found the drinks extremely greasy.

Italian media then conducted street interviews with people trying the new products. One interviewee said that, from her perspective, the product would likely appeal far more to foreigners than to Italians.

Reception in the American Market

Undeterred, Starbucks pressed on. On March 27 it launched the product across the entire United States. Three days after that, how did the line fare in the American market?

"So weird! It's exactly like lard coffee!"

American consumers couldn't accept the innovation either. Summarizing complaints from US netizens, the greasy texture wasn't what they found so bizarre — it was the olive oil congealing into chunks on the ice cubes, looking remarkably like lard.

Some netizens noted that if you don't drink the cold products immediately after receiving them, the oil floats to the surface and gradually solidifies. Starbucks rarely provides straws these days, so customers drink through a small hole in the lid. One sip and you get oil separated from the coffee, with solidified oil chunks sticking to your mouth — an experience taken entirely at your own risk.

One netizen said an Italian Starbucks barista had warned her not to try it, but she didn't believe the warning and tried it anyway. She has regretted it ever since.

Starbucks' Strategy and Future Plans

Starbucks decided to launch the line for two main reasons. First, the approach is genuinely innovative — nobody in the industry had tried it, which would attract significant consumer attention. Second, the line could appeal to health-conscious consumers, since using olive oil directly can reduce inflammation and support heart health.

Well... the response does show signs of being a complete failure.

Besides the Italian and American markets, Starbucks also plans to launch the product in the UK, Japan, and the Middle East. Whether it becomes a classic item and permanently joins the regular menu remains to be seen.

Image source: Internet

FrontStreet Coffee Recommendation

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