Starbucks, the largest coffee company in the world, is introducing a line of olive oil-infused beverages in Italy.
According to Howard Schultz, the unexpected, velvety, buttery flavor of olive oil “enhanced the coffee and lingered gorgeously on the palate.”
Starbucks is among the main U.S. companies that have encountered obstacles while attempting to enter the Italian food and beverage market.
Italy’s coffee culture is renowned for its autonomous, frequently family-run cafes.
Around 20 stores are presently open by Starbucks across the nation.
“Now, there will be those who say, olive oil in coffee? But the proof is in the cup “On the company’s website, Mr. Schultz stated.
“In over 40 years, I can’t recall a time when I was more thrilled or enthusiastic,” he added.
This spring, the company intends to distribute its selection of hot and cold beverages to stores in Southern California, United States. Later this year, the UK, the Middle East, and Japan will follow.
The Oleato range, which will be released in Italy on Wednesday. Includes a chilled espresso shaken with oat milk and a latte with olive oil “steamed with oat milk.”
There will also be a cold brew coffee with “a silky infusion of Partanna extra virgin oil with vanilla sweet cream foam… gently cascades through the beverage.”
Olive oil is an essential component of the Mediterranean diet, which includes Italy, Greece, and Spain.
Monounsaturated fatty acids, which contain vitamins and minerals, and polyphenols. Which are micronutrients derived from plants, contribute to its health benefits.
Last year, the term “consume olive oil” became popular on the video-sharing platform TikTok, with proponents claiming it had anti-inflammatory properties.
When Starbucks announced intentions to open its first store in Italy in 2018, some Italians called for a boycott.
Mr. Schultz remarked at the time: “We are not arriving to teach the Italians how to make coffee. To demonstrate what we’ve learned, we’re coming here with respect and humility.”
Some social media users celebrated the news last year that Domino’s Pizza was departing Italy.
Since launching in the birthplace of pizza in 2015, the fast food behemoth had struggled to win over customers.
During the pandemic, local restaurants joined food delivery platforms such as Deliveroo and Just Eat, increasing competition.
