Starbucks Plans to Launch Oleato Olive Oil Coffee in the Chinese Market

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Yesterday, former Starbucks CEO Howard Schultz revealed in a dialogue with Sequoia Global Managing Partner and Founding & Managing Partner of Sequoia China, Neil Shen, that he plans to introduce Starbucks' recently launched olive oil coffee Oleato in Italy, Japan, and the United States to the Chinese market.

In the dialogue, Neil Shen stated that the coffee market is evolving, with Coffee 1.0 being instant coffee and Coffee 2.0 being specialty coffee. He then asked Howard what kind of coffee product would represent Coffee 3.0 and become the symbol of our era.

Howard responded: "Starbucks' innovative beverage Oleato (olive oil + coffee)." Just as in all previous interviews with foreign media, Howard retold the inspirational story behind olive oil coffee...

Simply put, Howard visited Sicily, Italy last year and observed locals' daily habit of drinking extra virgin olive oil directly for health benefits. This inspired him to add olive oil to coffee. After returning to his home country, he began development, launching the product in Italy in late February this year, followed by launches in the United States and Japan within the next two months.

The Risky Bet

For this innovative beverage, Howard essentially bet "Starbucks' future" as the stakes. He once stated that the launch of this product would revolutionize the entire coffee industry and represent another reform since Starbucks' founding 40 years ago! He remains consistently optimistic about the future sales of olive oil coffee.

Consumer Reality Check

However, the actual performance of this coffee has not lived up to Howard's expectations. In every region, most consumers have had more complaints than praise for this product... The most common criticism is that when olive oil is added to iced coffee, it begins to congeal, forming a texture similar to lard/butter that sticks to the mouth and feels extremely greasy.

Additionally, since its launch nearly three months ago, many consumers have reported experiencing diarrhea after drinking it, with some severe cases requiring hospital treatment. Regarding this situation, an American nutritionist once pointed out: This combination is not recommended for consumption!

Nutritional Concerns

Regarding the practice of olive oil + coffee, registered dietitian Erin Palinski-Wade stated that this is not a reasonable combination because the caffeine and acidity in coffee already stimulate the gastrointestinal tract, while olive oil acts as an intestinal lubricant... When combined, they can easily cause gastrointestinal symptoms such as diarrhea. A 16oz olive oil coffee contains up to 34 grams of fat, which is more than many people consume in an entire meal. Such an oily food is also very unfriendly to patients with stomach conditions. Since olive oil is liquid, it reaches the digestive tract faster than high-fat solid foods after consumption. Without carbohydrates and fiber to counteract this effect, it can easily catch people off guard.

However, consumers who typically choose to drink olive oil coffee are more often just buying it on the go, rarely pairing it with other meals, which is why so many consumers have reported experiencing diarrhea after drinking olive oil coffee. Usually, drinking olive oil directly is done under professional judgment and guidance. Just because olive oil is recognized as one of the world's healthiest oils and contains many beneficial nutritional components for the human body doesn't mean we can ignore its impact on the gastrointestinal tract. Therefore, this combination is not suitable for consumption by the general public!!!

Global Expansion Despite Feedback

However! Not only is Starbucks ignoring such feedback, but they are also accelerating the product's global distribution. Regarding this decision to enter the Chinese market, many people are likely feeling uneasy after reading this...

Previously, when reporting on product feedback, domestic netizens had already classified this product in the recently popular "dark coffee series," placing it in the same category as products like century egg latte and octopus latte.

However, despite strong rejection from consumers in other countries, Starbucks still insists on promoting this product in global stores. Let's look forward to the feedback from domestic consumers together!

Image source: Internet

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