Some like it strong and bold, others prefer a more delicate flavour, some want to be enveloped by its toasted and caramelised aroma and others are looking for a lasting aftertaste. But there’s one thing that everyone agrees on: coffee is a serious business, and once you choose your favourite, you don’t change. And this is precisely what has allowed Lavazza to confirm its leadership in Italian coffee roasting, year after year.
But we know that a leader can never rest, so Lavazza decided to boost its presence in one of the most promising segments: coffee in capsules, which currently accounts for over 20% of the Italian retail market and is growing in double digits.
The goal is therefore clear: to incentivise!
