Lavazza has launched its latest coffee beans and ground product line, Tales of Italy, inspired by cities Roma, Milano and Napoli. For the first time in the company’s 125-year history, a retail range of its Arabica and Robusta has been roasted in Melbourne.
Tales of Italy comes in a new resealable packaging design, exploring a bright and vibrant colour palette with Lavazza’s deep blue throughout.
The development of Lavazza’s at-home offering comes following research by Accumulate highlighting that approximately 65 per cent of Australians own a machine at home.
Lavazza Australia head of marketing Mimmo Orlando said the rise in at-home coffee consumption backed the decision to launch Lavazza’s market first range.
“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,” said Orlando.
Tales of Italy is available in three unique flavours, Refined Milano, Eternal Roma and Alluring Napoli.
Tales of Italy can be purchased from all leading supermarkets nationwide for $14RRP (ground) and $25RRP (beans).
