Turin-based Italian Coffee Brand Lavazza Launches Il Mattino Vivace, its first Made-In-India-For-India Coffee Powder

Business Wire India

• Real Filter Coffee crafted exclusively for the Indian market

• Made from coffee beans sourced from plantations in Coorg & Chikmagalur

Lavazza, the iconic Italian coffee brand, today 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 the best plantations in Coorg and Chikmagalur in the Western Ghats of India.
 
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."
 
Made with a fine blend of Arabica and Robusta beans, Il Mattino Vivace is a balanced coffee powder rich in flavour. The beans are roasted to perfection in medium to dark for level 6 intensity, this mild and aromatic coffee has a well-rounded body and perfect hints of caramel notes.
 
Mr. Zaccareo added, "India is an important market for us. Coffee consumption in the country is growing at a rapid pace, thanks to the popularity of café culture and the experiences from their travel that Indians want to relive. Certainly, Coffee is today an aspirational beverage."
 
Lavazza Il Mattino Vivace comes in a special airtight packaging with innovative freshness intact valve which preserves the aroma of the powder for up to 12 months. Available in leading modern retail outlets, it comes in packs of 200 grams and is priced at Rs. 150.

Perfect to enjoy with milk preparations, Il Mattino Vivace can be used on South Indian coffee filters, moka pots and electric coffee machines.
 
Make your every morning lively with Lavazza Il Mattino Vivace!About Lavazza India (Fresh and Honest Café Ltd)
 
Luigi Lavazza S.p.A., the Italian coffee major entered India by acquiring Fresh & Honest Café Limited, India's leading coffee, vending and retailing, company in 2007.
 
Fresh and Honest Café Ltd is a 100% owned subsidiary of Lavazza, which is one of the leading Coffee companies in the world, operating in away from home channels – HoReCa, Corporate Offices, Vending and has significant presence in the premium modern trade space.

In the home segment apart from Il Mattino, it offers Qualità Rossa, Crema E Gusto, Club, and Caffè Espresso. The company has a coffee Training Center in Chennai where it trains excellent professionals, carries out research into obtaining unique and perfect espresso quality and explores new forms of taste. Its world class manufacturing facility is located in Sricity, near Chennai.