There’s no end to the possibilities with seasonal coffee flavors and flavored coffee syrups. From gingerbread lattes to salted caramel flavors, modern coffee culture embraces innovative coffee flavor pairings. While there’s a time and a place for experimenting with fun coffee flavors, Dana Castaneda, Vice President, Americas Head of Marketing at The Coffee Bean & Tea Leaf, says classic vanilla never loses its appeal. Even as new flavors hit coffee shop menus every year, vanilla continues to outperform seasonal flavors nationwide, as consumers return to this classic flavor year after year. We chatted with Castaneda to learn more about the flavor that built modern coffee culture.
Why vanilla remains a classic
When asked what makes vanilla a best-selling coffee flavor, Castaneda says it’s the sweet, creamy notes that make it a winner year after year. “Vanilla adds a sweet, creamy note that softens coffee’s natural bitterness, creating a comforting and indulgent flavor. Our vanilla powder is crafted to pair perfectly with our signature LA Espresso 5-bean blend. Versatile and customizable, it allows guests to explore unique flavor combinations and create their own blends,” she shares. Not only is vanilla a popular flavor on its own, but vanilla powder is also used as a base for many limited-time and seasonal flavors, as its mild flavor pairs well with many trending ingredients.
“Vanilla has always been a signature flavor for Coffee Bean & Tea Leaf, but over the past 5 years, our consumers’ preferences have shifted from hot beverages to iced beverages. In the past year, we saw another shift from Lattes to our TikTok-viral Dry Iced Americano, which is based on a Vanilla Americano,” Castaneda shares.
Vanilla and coffee
The flavor profile of vanilla pairs so wonderfully with coffee — but what exactly makes these two work together so well? For me, a sip of vanilla coffee reminds me of the “good old days” back before coffee became overcomplicated. “Vanilla is naturally creamy, which gives it a rich and smooth mouthfeel paired with the soft sweetness of flavor. It balances the bitterness of coffee to create a smooth, balanced, slightly sweet coffee experience, says Castaneda. With its timeless flavor and beautiful simplicity, it makes sense why it remains the easiest introduction flavor and fan-favorite amongst coffee drinkers.
The future of vanilla coffee
Even with the rise of limited-time, trend-driven, and viral flavors, Castaneda believes vanilla will remain a top-selling coffee flavor for many years to come. “It is a must-have flavor that remains a cornerstone of our core menu. While limited-time, trend-driven flavors create buzz, they typically account for only a small share of our overall mix,” she shares.
In the meantime, The Coffee Bean & Tea Leaf continues to experiment with core flavor profiles, such as vanilla, to find new ways to present the flavor in innovative coffee creations. For example, Castaneda notes that the brand’s recent limited-time Spiced Vanilla Latte was a big hit, and Matcha continues to be a top performer, blended perfectly with the brand’s signature vanilla powder. Classics like iced vanilla lattes and hot French vanilla lattes will remain top sellers.
