Starbucks Launches Olive Oil Coffee Range
US coffee chain Starbucks, which had difficulties in the Italian market, produced olive oil coffee varieties in order to attract the attention of Italians. Claiming that olive oil enriches the taste of coffee, the company’s new products will reach branches in other countries after Italy by the end of the year.
Starbucks, the world’s largest coffee chain, announced that it has launched a variety of beverages made with olive oil in Italy.
Starbucks CEO Howard Schultz said olive oil’s “unexpected, velvety, buttery aroma enriches the coffee and stays beautifully on the palate.”
ITALY’S COFFEE CULTURE IS LOCAL AND FOUNDED ON LOYALTY
But Starbucks is among the main US businesses that have faced hurdles in trying to expand into the Italian food and beverage market. Italy’s current coffee market includes independent and often family-run cafes. Starbucks currently has about 20 stores in the country.
Schultz, “Now there will be people who will ask how olive oil is in coffee. But the answer is in the cup. I don’t remember a time when I was this excited, this enthusiastic for more than 40 years.” said.
Schultz also noted that olive oil coffee varieties will start selling in Southern California stores in the US this spring, followed by England, the Middle East and Japan this year, Italy and the USA.
Launched in Italy, the Oleato line includes an espresso shaken with ice and an olive oil latte “steamed with oat milk,” according to information on Starbucks’ website. Starbucks will also offer a cold-brewed coffee “vanilla sweet cream mousse with a silky infusion of Partanna extra virgin oil that slowly flows through the beverage.”
BASIC ELEMENTS OF MEDITERRANEAN CUISINE
Olive oil forms an important part of the Mediterranean cuisine, which is associated with countries such as Turkey, Italy, Greece and Spain. The health benefits of olive oil can be attributed in part to its monounsaturated fatty acids, which contain vitamins and minerals, and polyphenols, which are micronutrients from plants.
On the other hand, some Italians called for a boycott when Starbucks announced that it would open its first store in the country in 2018. “We’re not here to teach Italians how to make coffee. We learned.” , humbly and respectfully,” Schultz said at the time.