Lavazza relaunches food service range, Classic Collection


Lavazza, the innovators in authentic Italian blends, announces the unveiling of its re-launched food service range for perfect extraction and coffee preparation in professional settings, the Classic Collection. This wide selection of coffee blends has been created for lovers of traditional Italian espresso coffee with a contemporary twist.

Coffee consumption is growing, with the evolution of taste and consumer consciousness leading the fore. Lavazza is responding to this trend by bringing the tradition of Italian espresso and the history of Lavazza together to offer their own take on the taste and aroma that have turned Italy’s espresso habit into an international trend. By selecting the finest origins and using advanced roasting techniques, Lavazza creates the perfect harmonious blend with the Classic Collection. Within the new range, the Specials (Gold SelectionTop ClassGran Riserva, Super Gusto UTZ, Dek) – blends of excellence and wide aromas – are the result of a fine selection of washed Arabica beans hand-picked in the highlands of Central and South America, carefully blended with washed Robusta beans such as Kaapi Royale (India) and Java (Indonesia) and best natural Arabica from Brazil. The Lavazza Specials are also available for the first time in capsules for the BLUE capsule machine system and in Filter for a wider range of coffee options. The Classics (Super CremaGran EspressoGran Espresso Dark Roast, Crema e Aroma, Bella Crema) – blends of excellence and perfect balance – are the result of a masterful selection of the best coffee origins, combined with the most innovative roasting techniques.

As part of the launch, the new range will be showcased at Lavazza’s stand at the European Coffee, Tea & Soft Drinks Expo, the only, and fastest growing, hospitality industry show for the professional service of coffee, tea, soft drinks and other non-alcoholic products. During the expo, which is taking place on 21 and 22 May 2019 at Olympia London, the Lavazza stand will hold demonstrations with the refreshed collection, hosted by Lavazza’s Training Centre experts. Workshops will also be offered to encourage audience interaction and to raise awareness and trial of the new Classic Collection. These sessions, open to all who attend the two-day London event, will include exploring the relationship between senses and the world of coffee; teaching the basic principles of latte art; and exploring a wide variety of alternative brewing methods.

Lavazza is also the Official Coffee Sponsor of the Barista Masterclasses taking place at the European Coffee, Tea & Soft Drinks Expo. This exciting new feature of the event will demonstrate the talents of the best known, championship-winning, and most inspiring baristas. The masterclasses will not only provide visitors with a refresh on the fundamentals of coffee making but will also keep them up to date with the latest trends and inspiring advances in the world of coffee. Lavazza is the only coffee sponsor of the Barista Masterclasses, joining existing sponsors Brita Professional and Victoria Arduino. As part of the sponsorship, Jason Clark, author of The Art & Craft of Coffee Cocktails, will run a masterclass on behalf of Lavazza, showcasing the versatility of the new Classic Collection.

Andrea Bello, marketing director for UK and Ireland for Lavazza, said: “We’re thrilled to be showcasing for the first time in the UK our recently transformed Classic Collection range to a 100% professional audience. The European Coffee, Tea & Soft Drinks Expo, is the perfect opportunity for us to engage with new potential customers, whilst introducing new prospects to our coffee heritage and showcasing Lavazza’s finest blends. As part of this, we’re also delighted to be sponsoring the Barista Masterclasses, an inspiring platform that gives Baristas the chance to express themselves and excite others with their incredible talents.”

The new Classic Collection is available now to food service partners direct from Lavazza and its selected wholesale partners.