VITU WASN’T BORN IN AN OFFICE
It was born in aromas. In memories. In a kitchen where coffee was the excuse to talk, to share, to heal.
VITU was born in Argentina in 2020, inspired by a simple need: to enjoy specialty coffee anywhere, in a fast, easy, and convenient way.
But VITU has never been just about coffee it has always been about what a cup represents.
a break. a family gathering. a moment of peace. a first date. a warm hug.
From the beginning, VITU’s purpose was to honor the richness of natural products — starting with coffee sourcing from different corners of Latin America and sharing it with everyone.
The name VITU holds deep meaning.
It is from this spirit of migration, resilience, and connection to nature that the brand draws its essence.
When VITU arrived in the UAE, it was born again this time through the shared vision of an Emirati and a Latina, united by the belief that we are more alike than different.
VITU became a bridge between cultures, a story told through benevolence and authenticity, rooted in the beauty of nature and the hands that shape it.
Today, VITU is no longer just a drip bag coffee company.
It has grown into a cultural movement a brand ambassador of Latin America in the GCC.
Through natural products and meaningful services, VITU promotes sustainability, wellness, and human connection, reminding people that behind every product,
there is a story worth sharing and a culture worth celebrating.
OUR PURPOSE
VITU is more than a store. It is an emotional bridge between cultures.
We connect small Latin American producers with curious hearts in the Middle East.
We bring coffee, snacks, stories, seeds, and traditions that inspire, nourish, and unite.
OUR DREAM IS CLEAR
To create an interconnected and compassionate global community.
By championing access to healthy, authentic, and sustainably sourced products, we strive to forge deeper understanding and appreciation for the diverse tapestry of Latin American culture.
Authenticity
Each product tells a real story. We know where it comes from, who grew it, and why it matters. We believe in honesty, not in artifice.
Creativity
From sensorial experiences to interactive content, we want every VITU touchpoint to spark something in you curiosity, playfulness, reconnection..
Quality
We handpick the finest. With care. With intention. Only what we’d proudly place on our own table.
Benevolence
We care for the land, for those who work it, and for those seeking more than just products. We believe they’re seeking meaning.