UK: Lavazza Coffee to launch instant coffee brand Prontissimo!

The Italian coffee company Lavazza Coffee is entering the instant coffee market for the first time with the launch of the limited edition, Prontissimo! brand exclusively for the UK market.

Lavazza UK’s managing director David Rogers commented: “With a strong Italian heritage, our core focus has traditionally been the espresso market. We cannot, though, ignore the UK’s love affair with instant coffee and the opportunity that comes with it being the fastest growing sector which is currently dominated by two brands”.

Rogers added: “Prontissimo! allows us to engage with, and educate new consumers on the Italian heritage and quality of Lavazza earlier, when they’re ready to take the next step from instant to something more premium. With over 100 years of specialist coffee expertise we can guarantee customers premium authenticity with the convenience of instant in a cup”.

Promoted as “a true Italian taste experience in an instant”, Prontissimo! is being sold exclusively in a selected number of Waitrose and Sainsbury’s stores for an RRP of £4.79 ($7.37) for a 100g tin and £3.89 ($6.10) for an 80g pack. It comes in two varieties: Intenso, described as a “dark roast blend which contains 10% micro-ground coffee”, and Medio, described as a “medium roast blend which contains 20% micro-ground coffee”. The brand is expected to be rolled out across the UK in 2015, and later potentially expanded to other global markets.

Source: Talking Retail / Lavazza