Lavazza is launching two limited-edition ranges into 78 Waitrose stores from this week (2 February).
Lavazza Mono-origins is a single-origin range produced with 100% Arabica beans sourced exclusively from plantations in Kenya, Peru and Papua New Guinea. (rsp: £4.29/8oz).
The other, called the Italian Lifestyle range (rsp: £3.75/8oz), includes three variants of different strengths; Passione a Venezia (described by Lavazza as aromatic and delicate with notes of dried fruits), Meraviglia a Pisa (well-rounded and smooth with chocolate and malt notes), and Emozione a Roma (intense and full-bodied with caramel and spicy notes).
“Customer research we’ve carried out revealed younger consumer groups want to experiment with coffee – understanding the origin of their coffee and the heritage behind it is important to them,” said Lavazza UK MD David Rogers. “So we’ve developed ranges that will appeal to their preferences and tastes.”
The launches follow Lavazza unveiling its first premium instant coffee, Prontissimo!, in the UK last November with trial listings in more than 100 Waitrose and Sainsbury’s stores. Lavazza said the trial had been has been extended due to its “extremely positive up-take”.
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