CNN in New York —. Starbucks is removing its contentious olive oil-infused beverages from the menu, just under a year after their introduction across the country. The “Oleato” drink lineup will be taken off Starbucks’ menus in the US and Canada starting in early November, as part of the company’s larger strategy to simplify its offerings, which new CEO Brian Niccol described as “overly complex,” according to a source close to the company’s plans. Nonetheless, the choice to eliminate the drinks was made prior to Niccol’s arrival, the source mentioned. This change follows a grand introduction of the drinks. Brady Brewer, the former chief marketing officer of Starbucks, said in February 2023 to CNN, “This is one of the largest launches we’ve seen in many years.” “It’s more of a platform than just a flavor or a product.” Oleato was conceived by former CEO Howard Schultz, who was inspired by a meeting with an olive oil producer that introduced him to the habit of taking a tablespoon of olive oil daily. Schultz adopted the habit himself and contemplated whether he could integrate it into his daily coffee routine. He then requested the beverage team at Starbucks to determine if they could make it happen. The outcome was a range of drinks that received mostly negative reactions from both the media and consumers. A couple of reviewers uploaded a video called “We Tried Starbucks Olive Oil Coffee Drinks and Seriously Regret It.” While some had mixed opinions, they ultimately felt the drinks appeared more like a gimmick — something to try once but not return for. Additionally, some customers reported that the drinks caused them painful stomach problems. The drinks first launched in Italy in early 2023 before expanding to several US cities a few months later.
