“We are honoured that consumers recognised the quality and innovation behind Prontissimo!. It is not an ordinary instant coffee, but an extraordinary blend of 100% Arabica that includes 10% of very finely ground coffee beans. It combines the practicality of instant coffee with Italian quality and authenticity, guaranteed by Lavazza’s 120 years or more in the coffee-making business. The innovation, which has always distinguished a company like Lavazza and which is also a feature of this product, is provided by the special processing and processing technologies that treat the coffee beans to preserve the characteristics and retain the aromatic notes of the blend”, says Mauro Mantovani, Chief Commercial Officer of the Lavazza Group.
In today's time-poor society, a coffee like Prontissimo! can open up new and exciting avenues at a national and global level; it is a response to a discerning public that lives life in the fast lane, appreciates the practicality of instant, but demands the taste of a coffee of superior quality. Prontissimo! is available in two special variants: Classico, a soft and well-balanced blend, with delicate hints of caramel, and Intenso, a strong and full-bodied taste with pronounced notes of roasted coffee.
Established in 1987 in France, the “Product of the Year” award has been identifying new consumer trends, through the market preferences of thousands of consumers in different countries, for 30 years. The award-winning products are selected from a range of categories spanning all innovative products launched by businesses in the last year. These features mean that the award is now considered one of the most important awards in the distribution world.
The award has also been in effect in Italy since 2005 and by now holds a position of prestige in the market. It involves 12,000 consumers, and it is they who recognised the innovative capacity and the superior quality of Prontissimo!, the first Lavazza instant coffee, officially launched in 2016.