Lavazza has launched its newest coffee beans and ground product line, Tales of Italy.
The latest range is inspired by Lavazza’s Italian soul, exploring three iconic cities – Roma, Milano and Napoli – and the hidden stories of each region.
For the first time in the company’s 125-year history, a retail range of prestigious Arabica and Robusta has been roasted in Melbourne, a nod to Australia’s unique and discerning coffee culture.
Tales of Italy comes in new resealable packaging, exploring a bright and vibrant colour palette with hints of Lavazza’s iconic deep blue throughout.
The development of Lavazza’s at-home offering comes on the back of research by Accumulate highlighting that approximately 65% of Australians own a machine at home.
Lavazza Australia Head of Marketing Mimmo Orlando says, “Tales of Italy is a very exciting launch, not just for the brand globally, but for the Australian market. Particularly with the rise in at-home coffee consumption, the decision to launch in our market first emphasises the leading role Australia plays globally.
“The packaging and iconography of Tales of Italy is also a first for the brand, designed to appeal to our target demographic and generate buzz for the range.”
Tales of Italy is available in three unique flavours, Refined Milano, Eternal Roma and Alluring Napoli.
Tales of Italy (ground RRP $14, and beans RRP $25) is available at all leading supermarkets nationally.
