New York, New York (May 14, 2013) – Launching exclusively in North America this fall, Lavazza – Italy’s Favorite Coffee – debuts a distinct line of four specialty blends: Gran Aroma, Classico, Gran Selezione, and Perfetto.
At the heart of Lavazza’s story is a single family’s passion for coffee. Beginning with Luigi Lavazza, in 1895, four generations of the Lavazza family have devoted themselves to continuous innovation, creation and sharing of authentically Italian espresso and coffee experiences.
Ennio Ranaboldo, CEO of Lavazza North America, says, “Lavazza has placed a strong focus on this launch in the U.S. and Canada, two growth markets of strategic importance for us. Using our specific procurement, roasting and blending expertise in Italy, and with the help of massive consumer research and testing in North America, we have started this line of truly outstanding blends that deliver on superior flavor expectations.”
The new line consists of beans from a variety of carefully selected origins, blended and roasted with dedicated processes, to result in a range of flavor intensity and taste profiles:
• Gran Aroma: Medium roast, smooth & aromatic, with citrusy notes
• Classico: Medium roast, rich & full-bodied, with hints of dried fruit
• Gran Selezione (100% Rainforest Alliance™ certified coffee): Dark roast, intense and chocolaty
• Perfetto: Espresso roast, dark and velvety with a lingering caramel finish
The new packaging – unique in design, shape and materials – embodies the core value, and promise to the coffee lover, of the Lavazza brand: “Italian passion in every cup”. With an easy opening/easy closing feature, it ensures unmatched quality and constant freshness in every bag.
Lavazza’s specialty coffee blends will be available nationally, in September 2013. (SRP: $9.99 / 12oz pack)
Let our passion be your pleasure!
For more information about Lavazza, please visit: http://www.lavazza.us
Lavazza, founded in Turin, Italy, in 1895, has been family-owned and managed since its inception. Today, Lavazza is Italy’s favorite coffee, one of the leading brands in Europe, the sixth largest roaster in the world and a global provider of espresso, coffee and single-serve systems for the Home and Out-of-Home markets. Its North American headquarters are based in New York City.