Lavazza launches Made-in-India premium filter coffee

Italian coffee brand Lavazza today announced the launch of its first made-in-India premium filter coffee "II Mattino Vivace", produced at its manufacturing facility near here, a top company official said today.
The facility at Sri City in Tada began its commercial operations a few weeks ago, Fresh and Honest Cafe Ltd Managing Director Silvio Zaccareo said.
Fresh and Honest Cafe Ltd is a 100 per cent subsidiary of Lavazza.
"The factory began commercial operations a few weeks ago. We are launching the Made in India product today.." he told reporters after unveiling II Mattino Vivace.
Zaccareo declined to reveal the size of investment made at the factory or the number of employees working in it.

II Mattino Vivace meaning 'lively morning' is made from blends of Arabica and Robusta coffees roasted for the "at home" segment.

The beans were sourced from plantations in Coorg and Chikmagalur in Karnataka. A 200 gm packet is priced at Rs 150, he said.
"Lavazza is known the world over for its expertise in art of blending for over four generations. II Mattino Vivace is a result of combining that expertise and our understanding of the unique consumer preferences in Indian market", he said.
The domestic coffee market was around 70,000 tonne in which 80 per cent comprises "at home" (residential) segment.

To a query, he said the coffee powder would be available in retail outlets across the country. "We are planning to complete first stage distribution by end of this month".
Zaccareo said the company inaugurated Coffee Training Centre last year which was the first largest centre outside Italy.
The centre trains professionals, carries out research and explores new forms of taste. "We have trained more than 1,000 people," he said.