Lavazza, the iconic Italian coffee brand, announced the launch of Il Mattino Vivace, its first Made-In-India-For-India premium pure filter coffee. Il Mattino Vivace, which translates to the lively morning, is a real filter coffee for the At Home segment made from beans sourced from select plantations in Coorg and Chikmagalur in the Western Ghats of India. Already leader in the Away From Home segment in the country, this is the first product made in its Sri City manufacturing facility for the Indian market.
At the launch, Mr. Silvio Zaccareo, Managing Director, Lavazza India said, “Lavazza is known the world over for its expertise in the art of blending for over four generations. Il Mattino Vivace is a result of combining that expertise and our understanding of the unique consumer preferences in the Indian market. We believe that it will offer a great coffee experience to filter coffee lovers in India.”
Il Mattino Vivace is made from a blends of Arabica and Robusta coffees roasted and blended to a perfection to the needs of the Indian palate. Roasted to a perfection in medium to dark, this mild and aromatic coffee has a well-rounded body and perfect hints of caramel notes. It is perfect to enjoy with milk preparations. The product will be available in leading supermarkets across the country in 200 gm package and is priced at Rs. 150/-.
Mr. Zaccareo added, “India is an important market for us. Coffee consumption in the country is growing at a rapid pace thanks the popularity of café culture and the experiences from their travel that Indians want to relive. Certainly, Coffee is today an aspirational beverage.”
In order to tap the growing coffee market in the country, Lavazza India inaugurated Coffee Training centre in Chennai, last year. It is the largest such centre outside of Italy where the global headquarters are located. The centre trains professionals, carries out research into obtaining unique and perfect espresso quality and explores new forms of taste.
About Lavazza India (Fresh and Honest Café Ltd)
Fresh and Honest Café Ltd is a 100% subsidiary of Lavazza, which is one of the leading Coffee company in India operating in away from home channels – HoReCa , Corporate Offices, Vending and has significant presence in the premium modern trade space. In the home segment, it offers Qualità Rossa, Crema E Gusto, Club, and Caffè Espresso.