The Seattle-based coffee chain says the new Oleato beverages represent ‘the next revolution in coffee’ and will be rolled out to the US, Japan, the Middle East and the UK before the end of 2023
Howard Schultz said the Oleato beverages represents the ‘next revolution in coffee’ | Photo credit: Starbucks
Starbucks has launched an ‘innovative’ range of coffee beverages infused with extra virgin olive oil across its Italian stores.
Interim CEO Howard Schultz said the Oleato – meaning ‘with oil’ – range of beverages represents the ‘next revolution in coffee’ that brings together an ‘alchemy of nature’s finest ingredients’.
Starbucks cited an Italian family tradition of consuming a spoonful of extra virgin olive oil each day as an uplifting ritual as the inspiration for the concept, and has partnered with premium Sicily-based olive oil brand Partanna for the product launch.
Three products — Oleato Caffè Latte, Oleato Iced Shaken Espresso and Oleato Golden Foam Cold Brew — have launched across Starbucks’ 22 stores in Italy, while two additional beverages — an Oleato Iced Cortado and Oleato Deconstructed — have debuted at the Starbucks Reserve Roastery in Milan.
The Seattle-based coffee chain will then introduce the beverages in select markets globally, starting with Southern California in the US this spring before expanding to Japan, the Middle East and the UK before the end of the year.
Customers will also be able to request a press – the equivalent to a spoonful – of Partanna extra virgin olive oil as a customisation to select beverages, such as espresso beverages and tea lattes.
“Oleato represents the next revolution in coffee that brings together an alchemy of nature’s finest ingredients – Starbucks arabica coffee beans and Partanna cold pressed extra virgin olive oil. Today I feel just as inspired as I did 40 years ago, Oleato has opened our eyes to fresh new possibilities and a transformational way to enjoy our daily coffee,” said Schultz.
Starbucks entered the Italian market in 2018 with a Starbucks Reserve Roastery in Milan. In September 2021, the coffee chain announced it would reach 37 stores by the end of 2023, including 12 new outlets this year.
In September 2022 Starbucks opened its first store in Verona, the city which inspired the Starbucks concept in 1983, in partnership with its Italian licensee Percassi.