NEW LAUNCH: IMPULSE COFFEES LAUNCHES A FIRST-OF-ITS-KIND UBE LATTE FOR FOCUS IN INDIA, MADE WITH L-THEANINE

(MADE WITH PHILIPPINES-SOURCED UBE AND L-THEANINE, THE NEW LATTE BRINGS TOGETHER A VIBRANT FLAVOUR WITH A FOCUS-LED FORMULATION)

TTT NEWS NETWORK

MUMBAI | 21 SEPTEMBER 2026

Impulse Coffees, a consumer-first beverage brand founded by Sarah Sarosh and known for its 100% pure Arabica coffee, no-chicory blends and flavour-led approach to beverages, has launched its new Ube Latte for Focus, bringing together the growing popularity of ube with a function-first formulation centred around L-theanine.

Made with Real Filipino Ube sourced from the Philippines, the new latte features L-theanine, beetroot extract, saffron and a coconut-based non-dairy creamer. The product is made without artificial colour or artificial flavouring and is low in calories.

L-theanine is the key functional ingredient in the Ube Latte for Focus. It is a naturally occurring amino acid that is associated with focus and attention. With the new launch, Impulse Coffees aims to make it easier to add L-theanine to an everyday beverage routine, while also offering a new way to enjoy ube.

Ube, a naturally vibrant purple yam, gives the latte its signature purple colour and also contains naturally occurring antioxidants. Beetroot extract helps bring out the colour, while saffron adds a subtle flavour to the blend. The coconut-based non-dairy creamer gives the drink its smooth and creamy texture.

The product comes as a complete premix, making it simple to prepare at home. One serving uses 5 g of the Ube Latte premix with 100 ml of milk. It can also be frothed using the Impulse Coffees whip frother for a smoother texture.

Speaking about the launch, Sarah Sarosh, Founder, Impulse Coffees, said: “With Ube Latte for Focus, we wanted to explore what happens when a flavour people are increasingly curious about is brought together with a functional ingredient in a format that feels familiar. L-theanine was an important part of that thinking, because we wanted the product to have a clear functional purpose while still being something you would genuinely look forward to drinking. Ube gave us the opportunity to approach that idea in a way that felt distinctive to Impulse.”

The launch comes at a time when ube is gaining attention across food and beverage markets, with its bright purple colour and distinct flavour making it a popular choice across lattes, desserts and other formats. Impulse Coffees is bringing its own take to the trend by pairing ube with a functional ingredient and making it available as an easy-to-prepare premix.

The Ube Latte for Focus is also being launched in collaboration with creator Aditi Shreshtha, aka That Quirky Miss, who is the face of the launch campaign.

The new Ube Latte for Focus was launched on September 18, 2026, and is now available exclusively through Impulse Coffees.

About Impulse Coffees:

Founded in 2021 by entrepreneur and content creator Sarah Sarosh, Impulse Coffees is a homegrown Indian coffee brand built around flavour, comfort and accessibility. From flavoured instant coffees and espresso blends to iced teas and brewing accessories, the brand focuses on creating café-style experiences that fit seamlessly into everyday life. Rooted in quality sourcing and thoughtful product development, Impulse Coffees continues to grow as a modern Indian coffee brand shaped by community, consistency and evolving consumer preferences.

About Sarah Sarosh:

Sarah Sarosh is one of India’s leading digital creators and YouTubers, with a community of over 2+ million followers across social media platforms. Known for building content-led brands with strong consumer resonance, she made her international debut at the Cannes Film Festival in 2025, marking a significant milestone in her global presence. Sarah has also collaborated with PAC Cosmetics on the PAC x Sarah Sarosh collection, translating her influence into a successful beauty partnership. In the same year, she became the only Beauty YouTuber to be featured at YouTube FanFest 2025, further cementing her position as a creator who consistently shapes culture, commerce, and conversation in India’s digital ecosystem.