Italian based coffee company Lavazza has launched Il Mattino Vivace, a new ground coffee product to be sold to consumers in India.
According to sources, Il Mattino Vivace (Lively Morning) coffee is the first made by the firm in India from Indian coffee beans, and specifically for consumers in the country.
The filter coffee, said to be mild and aromatic, is claimed to be made with beans sourced from the best plantations in Coorg and Chikmagalur in the Western Ghats of India.
Silvio Zaccareo, managing director at 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”.
The coffee is available in retail outlets presented in 200g stand up pouches, priced at 150 INR ($2.34).
Source: India Retailing / Lavazza