Flavors & GrantsTorani Marks 100 Years with Pop-Up Tour, Nostalgic Flavors & Community Grants
Torani is kicking off its 100th anniversary celebration today on National Latte Day, marking a century of innovation and flavor. As the creator of the first flavored latte, Torani has played a transformative role in the beverage industry. From a modest start as a family-run business offering just five flavored syrups, the company has grown into a global powerhouse with over 160 syrup and sauce varieties enjoyed in more than 30 countries. Known for its iconic, colorful bottles and pioneering approach to flavor, Torani is more than just a brand; it is an “opportunity company” that integrates social impact into its business model. With an ambitious goal of reaching $1 billion in annual revenue by 2030, the company’s next chapter promises to be as groundbreaking as its first century.
A Legacy of Flavor and Innovation
Founded in 1925 by Rinaldo and Ezilda Torre, Torani started in San Francisco’s North Beach neighborhood, often referred to as the city’s “Little Italy.” The couple introduced authentic Italian flavors to their community, using recipes brought over from Lucca, Italy. Over the years, Torani expanded its product line and played a pivotal role in popularizing Italian sodas in the United States during the 1920s. By the 1980s, the company revolutionized the coffee industry by creating the world’s first flavored latte.
Today, Torani holds an impressive 90% share of the U.S. coffee syrup retail market. Its research team continuously tracks global flavor trends to develop innovative products that keep consumers coming back for more. Whether it’s a classic vanilla syrup or a bold new seasonal flavor, Torani remains at the forefront of beverage trends, setting the standard for flavor experiences worldwide.
People-First Business Approach
Torani prides itself on being an “opportunity company,” with a deep commitment to fostering economic growth, education, and job development. The company has established a strong workplace culture, rooted in inclusivity, growth, and financial empowerment. Torani operates an employee stock ownership plan (ESOP), ensuring that all employees share in the company’s success. Remarkably, Torani has never conducted layoffs in its 100-year history, even through economic downturns such as the Great Depression and the COVID-19 pandemic.
Beyond its internal programs, Torani extends its commitment to opportunity through strategic partnerships. Since 2020, the company has supported small businesses through its Cafe Opportunity Fund, an initiative that provides employment pathways for historically underserved individuals in the coffee industry. Torani’s dedication to social impact has earned it B Corp certification, reflecting its mission to prioritize people and community alongside profitability.
Centennial Celebration and Community Impact
To commemorate its 100-year milestone, Torani is launching several initiatives that embody its mission of “flavor for all, opportunity for all.” A highlight of the celebration is the introduction of Torani Opportunity Grants, designed to support non-profit organizations that create work readiness and first job opportunities for marginalized communities. The initiative will be funded through 100% of profits from the sale of Diamond Syrup, Torani’s exclusive “Flavor of the Century.”
The first round of Opportunity Grant recipients includes four organizations in the San Francisco Bay Area: East Bay Innovations, New Door Ventures, Old Skool Cafe, and Success Centers. Additional non-profit partners across the U.S. include:
- Bridges from School to Work (Dallas, TX)
- The Bridge Cafe (San Luis Obispo, CA)
- Cafe Momentum (Dallas, TX)
- Esteemed Coffee (Cary, NC)
- Juma Ventures (Seattle, WA)
- Miller’s Crew (Fayetteville, NC)
Torani estimates that Opportunity Grants will exceed $250,000 in funding this year alone, with grants distributed in $10,000 increments to eligible non-profits nationwide.
Nationwide Flavor Tour and Throwback Flavors
A major highlight of the anniversary celebration is Torani’s nationwide tour, bringing immersive flavor experiences to key cities. The tour will kick off in San Francisco’s North Beach, where Torani was founded, with a four-day event from April 10-13. The pop-up will feature a spectacular “Flavor Factory” storefront, designed to transport visitors into a whimsical world of flavor innovation. Guests will have the opportunity to collaborate with Torani’s “flavor sommeliers” to craft their own signature beverages, using a wide selection of Torani syrups.
In addition to the interactive experience, Torani is bringing back two nostalgic flavors from its original 1920s lineup: Torani Anisette and Torani Tamarindo. These classic flavors will be available for purchase nationwide later this year, allowing both longtime fans and new customers to enjoy a taste of Torani’s storied past.
Following its San Francisco debut, the mobile “Flavor Factory” truck will embark on a cross-country journey, bringing Torani’s signature flavors to cities including:
- New York, NY (May)
- Seattle, WA (May/June)
- Austin, TX (October)
- Phoenix, AZ (October)
Additional tour details and location announcements will be made in the coming months.
Commitment to the Future
While celebrating its rich history, Torani remains focused on the future. The company is expanding its headquarters in San Leandro, CA, with a 630,000-square-foot addition, reinforcing its dedication to local job creation and community investment. At a time when many food and beverage manufacturers are leaving the region, Torani’s expansion underscores its commitment to its Bay Area roots.
CEO Melanie Dulbecco, who has been with the company for over 30 years, reflects on the company’s journey: “When I joined Torani, we were a small team of just eight people, generating $1 million in annual revenue. Today, we’re on track to reach $1 billion in a few years, and we continue to push the boundaries of flavor innovation. It feels like we’re just getting started.”
The company’s long-term vision includes continued product innovation, sustainable business growth, and deepened community partnerships. With less than 0.5% of businesses reaching their centennial and fewer than 1% surpassing $500 million in revenue, Torani stands as a rare success story in the competitive business landscape.
