Starbucks is discontinuing its much-publicized line of olive oil-infused coffees in the U.S. and Canada starting in early November.
The announcement follows new CEO Brian Niccol’s recent pledge to revamp the coffeeshop chain’s menu to appeal to more customers.
The Oleato drinks will continue to be available in select stores in Italy, Japan, and China. “While this decision was made before Brian Niccol stepped in as CEO, it aligns with his focus on simplifying our menu,” a Starbucks representative told the media.
Niccol, who previously led the Chipotle food chain, joined Starbucks to help reverse its performance trends.
Last week, he committed to streamlining what he described as an “overly complex menu.”
His comments coincided with Starbucks’ report of a 7% drop in global sales from July to September compared to last year.
The Oleato drinks, featuring options like an iced shaken espresso and a latte with olive oil and oat milk, were initially launched in Italy and rolled out across North America less than a year ago, aiming to boost Starbucks’ brand appeal.
Starbucks founder Howard Schultz, inspired by a visit to Sicilian olive groves, created the product after observing the Mediterranean practice of consuming a daily spoonful of olive oil.
However, customer reactions were mixed, with some reporting digestive issues after trying the drinks.
