On Wednesday, Starbucks (SBUX), an American coffee chain that has outlets all over the world launched a new line of coffee beverages that are infused with Partanna, cold-pressed, extra-virgin olive oil, in Italy. The world’s largest coffee chain, which is Seattle-based, faced many hardships as it tried to capture the food and drinks market in Italy. With this new and different range, the global beverage giant is hoping to make a mark in the Italian coffee industry.
Italy is known for its family run and independent cafes that offer pizzas, pastas, coffees and breakfast foods. An American pizza giant Dominos recently exited from the European country after years of unsuccessful attempts to promote its pizzas. The fast food giant closed its operations in Italy, in August 2022.
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Starbucks, however, has remained in Italy from 2018 and has launched its olive infused coffee drinks, on Wednesday, February 22, 2023 to tickle the palate of the Italians, with its innovative beverages. The Oleata range launched on Wednesday includes the following:
Oleato Caffè Latte
Oleato Iced Shaken Espresso and
Oleato Golden Foam Cold Brew.
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There will be a few additional drinks as the Starbucks Roastery Milan. They include the following:
Oleato Iced Cortado
Oleato Deconstructed
Oleato Golden Foam Espresso Martini and
Cold Brew.
Starbucks had debuted the Oleato, which means with oil, range of drinks in Italy and expects to launch the range in other countries as well targeting Southern California, in spring and Japan, the U.K., the Middle East later in 2023.
The Seattle-based coffee giant said that the combination of coffee and olive oil results in a “velvety smooth, delicately sweet and lush coffee.” It added that each cup of this unique combination had “an extraordinary new flavor and texture.”
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Interim CEO Howard Schulz described the Oleato range of beverages as “an enduring transformative new category and platform for the company” and also noted that it was unlike anything that he had experienced in his life.
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