The interactive “Treat Truck” pop-up will capture city-by-city flavor trends, decoding the nation’s flavor preferences

Leading flavor company Torani is hitting the road to uncover the country’s favorite flavors and drink recipes. Following last year’s whimsical “Flavor Factory” pop-up tour, which celebrated a century of flavor innovation for Torani’s 100th anniversary, the company is now setting out to capture something new: how flavor preferences are evolving across the U.S. in real time.

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Torani is hitting the road for a cross-country pop-up tour to uncover the nation's favorite flavors and drinks

For more than 100 years, Torani has combined creativity with a rigorous, gold-standard approach to flavor development, guided by in-house experts who continuously study, test, and refine what the next great flavor should be. That same expertise is now fueling a new kind of exploration, bringing Torani directly to consumers across the country.

“We’ve spent over a century creating flavors people love, and now we’re excited to listen in a new way,” said Melanie Dulbecco, CEO of Torani. “This tour allows us to connect directly with consumers across the country, see how taste shows up in different places, and learn what’s influencing flavor right now.”

According to a recent Torani survey, an estimated 55% of consumers are creating drinks in personalized and expressive ways. From dirty sodas to custom flavored coffees, 83% are using syrup multiple times a week and 48% are using syrup daily, making flavor experimentation a creative ritual. Torani’s “Treat Truck” pop-up tour brings that creativity to life, gathering consumer input person by person and city by city, turning these moments into a deeper understanding of how America is drinking flavored beverages now and where they’re headed next. The experience will also offer plenty of freebies, photo ops, and chances to win exclusive prizes.

With more than 100 years of flavor expertise, Torani is uniquely positioned not only to gather consumer preferences but also to interpret them, turning everyday input into a forward-looking perspective on what’s next in flavor.

A Nationwide Search for How America Tastes Today

At the heart of the Treat Truck experience is the “Flavor Tip Line,” a vintage-inspired, social-share worthy telephone where visitors can “call in” and share their favorite flavor. Each submission contributes to a growing, real-time read on flavor trends, helping Torani capture how taste is evolving across cities, occasions, and communities. These insights will help Torani identify emerging flavor trends and what’s gaining momentum across the country in real time.

Beyond the Flavor Tip Line, the Treat Truck invites guests to a free, open to the public experience where they can discover, create, and play with flavor through interactive moments including:

• Feature Flavor Quiz & Custom Drink Creation: Guests can discover their personalized “Feature Flavor” through an interactive quiz that brings it to life through a custom drink recipe that they’ll make and enjoy on site, Torani Flavor Experts will be available to help guests create flavor combinations that are tailored to their tastes, ranging from dirty sodas to custom flavored coffees and fruit-forward refreshers.
• The “Pouroscope” Station: A playful activation dispensing colorful collectible cards with Torani recipes, rewards, and more
• Complimentary Treats & Takeaways: Guests enjoy free samples, custom drinks, and branded giveaways throughout the experience, including a Torani tote bag and sample-size bottle of syrup just for visiting.

Together, these touchpoints turn individual preferences into a broader view of how flavor is discovered, shared, and experienced across the country.

From City Taste to National Trends

Ahead of each tour stop, Torani will invite fans to vote on social media to help determine each city’s “Flavor of the City,” a reflection of local taste and beverage culture. The winning flavor will be revealed onsite at each pop-up and brought to life through a featured drink experience at the Treat Truck. Across each stop on the tour, these city-level insights offer a view into how regional identity shapes flavor preferences, contributing to a broader understanding of what America is craving today. The tour will culminate in a national reveal of America’s Favorite Flavor this fall, along with an in-depth report highlighting emerging trends and insights gathered throughout the journey.

Join the Flavor Conversation Nationwide

The Treat Truck tour will kick off in Torani’s hometown of San Francisco, CA at Embarcadero Plaza from April 24 (12 p.m. to 7 p.m.) to April 25 (11 a.m. to 7 p.m.), before heading to Salt Lake City, UT from May 8 to 9. This fall, the tour will head to Austin, TX and Nashville, TN (dates and locations to be announced).

In addition to the in-person tour, Torani is expanding the experience digitally with a virtual Treat Truck. Through an online Flavor Tip Line on Torani’s website, consumers across the country can submit their favorite flavors and join the conversation, with each entry receiving a special discount offer for Torani.com purchases. The digital experience features interactive content designed to extend flavor discovery beyond each city stop and keep the momentum going nationwide. Guests can also share their visit using the hashtag #ToraniSipCheck for a chance to win prizes at each tour stop. Each city will feature one grand prize winner, rewarded with a one-year Dirty Soda Kit complete with Torani syrup, Olipop sodas, a Ninja Blender, Miir cups, and more. Five additional winners will be awarded in each city, receiving curated Torani product and partner prize packs.

For updates, voting opportunities, and tour details, visit Torani.com and follow @Torani on Instagram.

About Torani:

Torani is committed to being an amazing flavor company that is deeply connected to our purpose of “flavor for all, opportunity for all.” Established in San Francisco’s North Beach neighborhood in 1925, we put Italian sodas on the U.S. map in the 1920s and created the world's first flavored latte in the 1980s. From the beginning, we’ve used only the best ingredients, like natural flavors and pure cane sugar, to craft flavors that are vibrant and delicious. Enjoyed in cafés, restaurants, and home kitchens for over 100 years, Torani proudly helps shape flavor innovation globally while remaining a fiercely independent, people-first Bay Area business. In practice and life beyond the bottle, Torani is a certified B Corp that believes businesses can and should create more opportunity, and we’re dedicated to helping all the people, partners, and communities we touch thrive. Learn more at torani.com.

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Torani is hitting the road for a cross-country pop-up tour to uncover the nation's favorite flavors and drink trends