Starbucks plans to launch oleato Olive Oil Coffee in China

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Yesterday, Howard Schultz, former CEO of Starbucks, revealed in a conversation with Sequoia Global Managing partner and Sequoia Capital China founder and Managing partner Shen Nanpeng that he plans to introduce Starbucks' recently launched olive oil coffee Oleato in Italy, Japan and the United States to the Chinese market.

In the dialogue, Shen Nanpeng said that the coffee market is developing iteratively, with coffee 1.0 as instant coffee and coffee 2.0 as boutique coffee, so he asked Howard what coffee products will become the representative of the times for coffee 3.0.

Howard replied: "Starbucks' innovative drink Oleato (olive oil + coffee)." Like all previous interviews with foreign media, Howard retold the inspiration story of olive oil coffee.

To put it simply, Howard went to Sicily in Italy last year and saw that locals had the habit of drinking virgin olive oil for health care every day, so he came up with the inspiration of adding olive oil to coffee. And began research and development after returning home, and began to launch in Italy in late February this year, and then landed in the United States and Japan within two months.

Howard can be said to be betting on the future of Starbucks for this innovative drink. He has said that the launch of this product will upend the entire coffee industry and is another reform of Starbucks in its 40-year history. For the future sales of olive oil coffee, is also continued to be optimistic.

But the actual situation of this coffee is not as good as Howard imagined. No matter where it is, most consumers complain more than praise about this product. What most people dislike is that when olive oil is added to iced coffee, it will begin to condense and form a texture like lard / butter, which will stick around the mouth and become very greasy.

At the same time, in the nearly three months since it was put on the shelves, a large number of consumers have indicated that they have diarrhea after drinking, and serious ones even need to go to the hospital for treatment. As for this situation, some American dietitian once pointed out: such a combination is not popular to drink like this!

As for the olive oil + coffee practice, registered dietitian Erin Palinski-Wade said it is not a reasonable combination, because the caffeine and acidity in coffee have irritated the intestines and stomach, and olive oil is like intestinal lubricant. In the case of the combination of the two, it is easy to cause gastrointestinal symptoms such as diarrhea. A cup of 16oz olive oil coffee contains as much as 34 grams of fat, which is more fat than many people have in a meal, and such oily food is also very unfriendly to people with stomach problems. Because olive oil is liquid and reaches the digestive tract faster than high-fat foods, it is easy to catch people off guard without a mix of carbohydrates and fiber to counteract this effect.

However, generally speaking, consumers who choose to drink olive oil coffee are more likely to buy it by the way and seldom go with other meals, which is why so many consumers report diarrhea after drinking olive oil coffee. Usually drinking olive oil directly is carried out under the judgment and guidance of professionals, and its effects on gastrointestinal tract can not be ignored just because olive oil is recognized as one of the healthiest oils in the world and has many nutrients that are beneficial to the human body. So this combination is not suitable for the public to drink!

But! Starbucks not only ignores such feedback, but also accelerates the distribution of products around the world. For this decision to enter the Chinese market, I believe that many friends can not sit still after reading it. When reporting feedback on related products, some domestic netizens said that this product had been included in the "Dark Coffee Series", which was on the same level as preserved egg lattes, octopus lattes and other products.

However, under the strong dislike of this product from consumers in other countries, Starbucks still insists on carrying forward the product in its stores around the world. Let's look forward to the feedback from domestic consumers. Photo Source: Internet