SAN LEANDRO, Calif., USA – Torani kicks off its 100th anniversary celebration today on National Latte Day, honoring its legacy as the inventor of the first flavored latte. From humble beginnings as a small mom-and-pop business offering just five flavored syrups, Torani has grown into a global flavor powerhouse, producing over 160 syrups and sauces enjoyed in more than 30 countries worldwide.
Known for its iconic and colorful syrup bottles, history of flavor innovation, and radical people-first approach to business, Torani is more than a flavor company – it’s an “opportunity company” that is transforming the beverage industry. With $1 billion in annual revenue forecasted by 2030, Torani’s next chapter promises to be as groundbreaking as its first century.
As part of its centennial celebration, the company is bringing to life its mission of “flavor for all, opportunity for all” by introducing Torani Opportunity Grants for non-profit organizations that are dedicated to creating work readiness and first job opportunities for marginalized communities. 100% of profits from the sale of Diamond Syrup, Torani’s “Flavor of the Century,” will fund these grants through 2025.
The first round of recipients includes four local San Francisco Bay Area non-profits: East Bay Innovations, New Door Ventures, Old Skool Cafe, and Success Centers. Other partner organizations 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), and Miller’s Crew (Fayetteville, NC).
Torani will also embark on a nationwide tour – kicking off in its hometown of San Francisco this spring – featuring an immersive flavor experience and the return of two classic throwback flavors that will be sold nationally later this year. These initiatives are designed to celebrate and give back to the customers, partners, and communities that have been integral to Torani’s success over the last century.
A Century at the forefront of flavor
Founded in 1925 by husband and wife Rinaldo and Ezilda Torre, Torani has played a pivotal role in shaping the beverage industry, from popularizing Italian soda in the U.S. in the 1920s to creating the first flavored latte in the 1980s. Torani’s unique and trend-setting flavors, which make up 90% of the U.S. coffee syrup retail market share, are created by a team of market research experts and food scientists who bring the latest global flavor trends to life.
“Flavor has always been the heartbeat of Torani, but people and opportunity are what have fueled us for so many years,” said Lisa Lucheta, Torani chairperson of the board and granddaughter of Rinaldo and Ezilda Torre. “My family started a small business with a few recipes brought over from Lucca, Italy. 100 years later, we’re proud to carry on this legacy as Torani brings amazing flavor to millions around the world.”
Torani remains deeply tied to its roots in the San Francisco Bay Area, having evolved from a small operation in the city’s “Little Italy” in the North Beach neighborhood to its current 330,000-square-foot “Flavor Factory” across the bay in San Leandro, CA. This spring, Torani will expand its headquarters by an additional 630,000 square feet, underscoring its commitment to staying in the Bay Area and creating meaningful jobs in the community at a time when many food and beverage manufacturers have departed from the region.
In addition to its status as a category leader, Torani is most proud to be an “opportunity company” with a business model centered around creating opportunities for people to get ahead – both economically and when it comes to learning, growth, and development. Torani leverages a variety of internal programs and wealth-building opportunities, including an employee stock ownership plan (ESOP), for all its team members. The company has the distinction of never conducting layoffs over the last 100 years, even through extreme economic downturns such as the Great Depression and the COVID-19 pandemic.
Torani also partners with external organizations, both locally and nationwide, to create work readiness and first job opportunities for underrepresented communities. In its customer community, Torani has partnered with small businesses since 2020 through its Cafe Opportunity Fund, which provides employment on-ramps to historically underserved individuals in the coffee industry. A certified B Corp since 2019, Torani consistently demonstrates that companies can thrive by prioritizing people over profits.
“This remarkable milestone reflects how far we’ve come, driven by our radical people-first approach and commitment to creating flavor for all,” said Torani CEO Melanie Dulbecco. “When I joined Torani over 30 years ago, 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, expand our presence in the San Francisco Bay Area, and keep pushing the boundaries of flavor innovation. It feels like we’re just getting started, and we’re excited to continue building a different kind of business.”
It’s estimated that only 0.5% of businesses have what it takes to make it to 100 years, and less than 1% of companies reach $500 million in annual revenue. Achieving both these milestones makes Torani a rarity in today’s increasingly challenging business landscape.
Non-profit grants, Nostalgic “Throwback” flavors, and a mobile tour await
Torani recently launched its “Flavor of the Century” – a 100th anniversary edition of its “Flavor of the Year” campaign – with 100% of profits from the sale of Diamond Syrup through 2025 going to non-profit organizations creating work readiness and first job opportunities for at-risk youth, adults with intellectual disabilities, or justice-impacted individuals. Torani estimates these “Opportunity Grants” will exceed $250,000 this year; the grants will be distributed in $10,000 increments to organizations across the U.S., including four in Torani’s native San Francisco Bay Area.
The anniversary celebrations will continue throughout 2025 with a series of imaginative, interactive pop-ups where guests are invited to collaborate with “flavor sommeliers” to create their own one-of-a-kind Torani beverages. Consumers can choose from a wide variety of Torani flavors and the revival of two classic “throwback” flavors from Torani’s original 1920s flavor portfolio: Torani Anisette and Torani Tamarindo.
The tour begins this spring (April 10-13) in San Francisco’s North Beach neighborhood where Torani was founded with a spectacular “Flavor Factory” storefront designed to transport guests to a “Willy Wonka”-esque world of flavor. Throughout the summer and fall, a mobile “Flavor Factory” truck will take this experience on the road, bringing Torani’s flavorful magic to New York, NY (May), Seattle, WA (May/June), Austin, TX (October), and Phoenix, AZ (October). More details, including dates and specific locations for each pop-up, will be announced this spring.
