"Oleato" offering rolls out first in Italy, where coffee is so sacrosanct that Starbucks didn't enter the market till 2018.
MILAN — Putting olive oil in coffee is hardly a tradition in Italy, but that didn’t stop Howard Schultz, in his third stint as Starbucks CEO, from launching a series of beverages that do just that in Milan, the city that inspired his empire.
The coffee–and–olive oil concoction — echoing a keto-inspired trend of adding butter to coffee, only with a sugary twist — has provoked bemusement and curiosity among Italians. “Did we need coffee with extra virgin olive oil and syrups? Maybe yes, maybe no,” wrote the magazine’s Michela Becchi. But the chance to promote Italian excellence is a valuable one, she added.
Schultz — who is serving as CEO of the Seattle-based company SBUX on an interim basis, with Laxman Narasimhan, a veteran of the consumer-goods multinational Reckitt Benckiser Group PLC RKT RBGPF RBGLY , set to take the reins next month — came up with the notion of adding olive oil to coffee after visiting an olive-oil producer in Sicily and teased the idea as a game changer in the last Starbucks earnings call.
“The [positive] sensation is that Oleato could be something to drink all year, but most of all that it could be truly tasty in the summer,” La Stampa said, observing that most are served with ice. She was sipping the Oleato Golden Foam Cold Brew, which includes vanilla bean syrup, and said she couldn’t really taste the oil. Still, she acknowledged asking the barista to add a shot of chocolate to make the drink even sweeter and would have added caramel if it had been available.Kaya Cupial’s Oleato Iced Cortado, meanwhile, was in a V-shaped glass and garnished with an orange peel. It’s made with oat milk infused with olive oil, demerara syrup and a dash of orange bitters.
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