Starbucks is pulling its olive oil-infused “Oleato” drinks from the menu, less than a year after their highly anticipated debut.
The drinks, which were launched as part of Starbucks’ effort to simplify its menu under new CEO Brian Niccol, will be removed from U.S. and Canadian locations in early November. The decision to phase out the Oleato lineup was made before Niccol took the helm, according to an insider.
The drinks, which made waves when they launched, were described by Brady Brewer, Starbucks’ former chief marketing officer, as “one of the biggest launches we’ve had in decades.” He called it more than just a product, but a “platform.”
The concept behind Oleato was the brainchild of former CEO Howard Schultz, who got the idea after meeting with an olive oil producer and adopting the daily habit of consuming a tablespoon of olive oil. Schultz then wondered if it could be combined with his coffee, leading to the creation of the olive oil-infused beverages.
However, despite the initial hype, the drinks received mostly negative feedback from both media and consumers. Some reviewers posted videos expressing regret after trying the drinks, while others described them as more of a gimmick than a staple to be revisited. A few customers even complained of stomach discomfort after drinking them.
The drinks first launched in Italy in early 2023, then expanded to U.S. cities before being introduced in the U.S. and Canada in January 2024. The Oleato menu featured two drinks: an oat milk latte infused with extra virgin olive oil and a toffee nut iced shaken espresso topped with golden foam, which was made with vanilla sweet cream also infused with olive oil.
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