Starbucks is set to phase out its olive oil coffee range, known as the Oleato line, across the US and Canada starting early November. The decision comes as newly appointed CEO Brian Niccol moves to simplify the coffee giant’s menu and reinvigorate its appeal to customers.
Although the choice to remove the Oleato range was made before Niccol’s tenure, Starbucks stated that this step aligns with his broader strategy to streamline the menu and focus on customer favorites. Niccol, previously CEO of Chipotle, has been brought on board to address declining sales amid rising living costs that have left many customers adjusting their budgets. Just last week, he described Starbucks’ current offerings as “overly complex” and shared plans to bring simplicity back to the menu.
Initially launched in Italy and expanded to North America less than a year ago, the Oleato line included items like iced shaken espressos and lattes featuring olive oil and oat milk. Starbucks founder Howard Schultz was inspired by Sicilian olive groves and Mediterranean traditions of consuming olive oil daily, but customer reactions varied, with some reporting digestive issues.
While the Oleato line will be removed in North America, it will continue to be available in select markets such as Italy, Japan, and China, where Starbucks is still exploring the unique flavor profile’s appeal.
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