Starbucks Corp. is removing the Princi brand of Italian baked goods from many of its higher-end cafes, stepping back from an initiative championed by longtime leader Howard Schultz.

Starbucks is removing the Princi brand of Italian baked goods from many of its higher-end cafes, stepping back from an initiative championed by its former CEO.

Starbucks will no longer sell an Italian brand of baked goods at most of its high-end cafes — scrapping the beloved label introduced by the company’s former CEO Howard Schultz. The Seattle-based coffee chain will phase out the Princi line of pastries and other baked goods from menus at its eight Roastery and Reserve locations in the US and China,

Starbucks removes branding of the Howard Schultz-approved Italian bakery company from eight Starbucks Reserve restaurants in the U.S. and China