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    The heart of the Great Lavazza Classics, now also in capsule form

    07-03-2017 • A Modo Mio

     

     

    Turin, February 2017 -Tradition meets innovation. The Great Lavazza Classics, the blends that represent the Turin company history and expertise in the art of blending for four generations, are now also available in capsule form. Continue the tradition in keeping with the times, seize on the new trends in the market and of consumption while maintaining the identity of the leading brand of coffee in Italy: these are the winning ingredients of Lavazza, which, after the historic Qualità Rossa, is also now bringing the sweet and refined taste of Qualità Oro and the strong, distinctive character of Crema e Gusto into capsule form. Ten years after the market launch of the A Modo Mio home system, these iconic blends further enrich the range of Lavazza capsules to offer an even wider and unique line. The ritual of good coffee, represented in the last 60 years by the great Lavazza Classics, meets the practicality of the capsule, to rediscover the pleasure of your coffee with the experience of an espresso in every cup with the utmost simplicity of the coffee machines to use at home. A symbol of excellence, tradition and prestige, the great Lavazza classics maintain their unmistakable aromatic profile with the single-dose, self-sealed and vacuum-packed capsules, designed to preserve the freshness and fragrance of a just-opened packet of coffee. Formulated to make a perfect Italian espresso, just as good at home as at the coffee bar, the blend is selected and artfully ground and pressed in the right quantity to ensure the preparation of coffee in fine art with a few simple actions. With the A Modo Mio home system, millions of Italians who were seduced by the Grandi Classici Lavazza can continue to taste the same blends in an even more innovative and contemporary way, without sacrificing the flavour and taste of tradition.

     

     

    The uniqueness of the aromatic profile of each blend

     

     

    QUALITÀ ORO, 60 YEARS OF TRADITION AND EXCELLENCE

    The first blend of the Grandi Classici and the symbol of Lavazza excellence. Created in 1956 from a 100% Arabica coffee, prized for its intense and fragrant aroma  and ability to harmonise scents and flavours. Qualità Oro delivers a sweet, delicate and refined espresso in capsules.

     

    CREMA E GUSTO, THE BEST SELLING COFFEE IN ITALY

    The best qualities of Central and South America have been combined since 1985 to produce an intense and strong flavour. A classic of the Lavazza tradition and Italian coffee roasting is now available as an espresso coffee ,noted for its strong and creamy character to share with family or friends, ideal also in combination with milk.

     

    QUALITÀ ROSSA, A FAMILY FAVOURITE

    This blend has been combining the aromatic sweetness of Brazilian Arabica with the intensity and chocolate aftertaste of Robusta African beans for an aroma of extraordinary roundness, since 1970. With a strong, rich and persistent taste, this icon of tradition will also be available for the Lavazza espresso A Modo Mio system from May 2016. It is a tradition that has prevailed for 40 years, and is a true icon of taste.

     

    THE GRANDI CLASSICI, STARS IN THE HISTORY OF LAVAZZA COMMUNICATION

    Qualità Rossa, Qualità Oro and Crema e Gusto, besides being classic Lavazza blends, are also an integral part of the company's communication history, with the unforgettable television adverts created by Armando Testa. Qualità Rossa has been synonymous with Nino Manfredi since 1977, a collaboration that lasted over 15 years, featuring typical family life scenes with Natalina, and catchy slogans that stuck in the minds of Italian people: “Coffee is a pleasure; if it’s not good, what sort of pleasure is it?” and “The more you drink it down, the more it picks you up.” The Grandi Classici are so good, you’ll feel like you’re in paradise. This was the tenet of the Paradise campaign that aired for the first time in 1995 and continues today in a more modern and cinematic style with the new testimonial of Maurizio Crozza, still under the creative direction of Armando Testa.

     

     

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