Italian coffee product manufacturer Lavazza has launched its first Premium instant coffee.
Made using 100 per cent Colombian Arabica beans, Prontissimo! is enriched with 10 per cent of finely roasted and ground coffee, and is now on sale in Italy.
It is sold in two variants, the dark roast blend Intenso and its medium roast blend Medio.
One of many initiatives planned by Lavazza to support the launch of Prontissimo! on the market is a roadshow touring in major squares, stations, shopping streets and universities in Italy.
Also, with its three-year partnership with Alitalia, Prontissimo will take to the air and will be available to travellers of all classes of 147 international routes of Italy’s flagship airline.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.