Lavazza's local brew in HoReCa mug

In its endeavour to improve its relevance in the local market, leading AFH (away from home) coffee brand Lavazza has launched four new products in the HoReCa (hotel, restaurant and catering companies) segment.

Silvio Zaccareo, Managing Director, Fresh and Honest (Lavazza) said: “We have recently launched four new ‘Made in India’ products, especially for the HoReCa segment, which are made keeping the local taste profile in mind. Alongside Gusto Crema and Oro Aroma, for the first time we have launched a filter coffee range — Grand Hotel and Single Serve. This makes our offering in India more relevant and we are catering to all consumption moments in the AFH segment.”

One of the world’s six largest coffee roasters, the Italian company entered India through the acquisition of Fresh & Honest Café in 2007.

“Lavazza in India is a dominant player in the away-from-home segment. We are the undisputed leaders in the star hotels and premium office coffee solutions. We operate with two brands Lavazza and Fresh & Honest in India,” he said.

The company currently offers seven products — five in the beans category and two in the filter segment — in the Indian market. While the filter products are targeted for heavy consumption areas like banquets, it has recently unveiled in-room coffee sachets, which can be brewed with a French Press, for individual consumption.

The company has pitched 2016 as the milestone year, in which it will actively engage with customers in the away-from-home segment to improve brand presence. With 50 training centres across the globe, the company is betting on education as one of its strong marketing tools.

“Lavazza internationally invests a lot on the education of coffee both with consumers and the influencers (Baristas). The same will be the way forward for Lavazza India as well. With eight branches in Italy, Lavazza centre is the largest coffee study centre in Italy and internationally. We are soon to launch our world class training centre within India too,” said Zaccareo.

India is a very crucial and a long term market for Lavazza, the MD said, adding, “In the last couple of years, Lavazza has been growing at more than the market rate and we would expect to be in line in the future as well. We will continue to invest in our brand, coffee Education and be more relevant on the product front.”