The coffee giant proudly calls its new product "pure alchemy.
Starbucks has begun testing its new Oleato line of coffee drinks with olive oil in the Italian market. The product will also appear in Southern California in the coming months, and in the United Kingdom, Japan, and the Middle East within a year.
Howard Schultz decided to test an unusual product for Starbucks after his last trip to Italy. The head of the coffee empire became acquainted with the ritual of Sicilians, who have a habit of drinking olive oil in the morning. Schultz incorporated it into his diet, too, and then decided to pair the oil with coffee.
Introducing the new product to the Italian market, Schulz called it "alchemy" and a "game changer. In the new Oleato line, olive oil will be added to lattes and cold espresso. The product in question is Partanna, which is steamed with oat milk, shaken in cold espresso and infused with vanilla sweet foam that coats the drinks.
The line will also feature a separate olive oil capsule that can be used to personalize each drink. Starbucks marketing director Brady Brewer said the new product makes traditional drinks "luxurious and richer.
In Starbucks' portfolio, cold drinks already account for more than 75% of all orders. In particular, iced espresso is the largest category by sales volume and the fastest-growing segment. That's why the company decided to include Iced Shaken Espresso in its Oleato line as well.
