- Lavazza launches its new premium instant coffee range in the UAE for the first time.
- The new range combines the intense flavour and quality of Lavazza coffee with ease and convenience to suit busy lifestyles.
- Coffee is made from a prized blend of 100% Arabica beans and 10% micro-ground roasted coffee.
- Prontissimo! range includes pure coffee and milk-based coffee drinks
Dubai, 11 October 2017: Catering to time-sensitive customers who enjoy coffee on-the-go, Prontissimo! combines the convenience of instant coffee with high quality and rich Italian flavours.
The newly launched Prontissimo! range is the first instant coffee range from Lavazza and is made from an extraordinary 100% Arabica blend enriched with 10% micro-ground roasted coffee. The new range offers a mix of classic coffee and milk-based concoctions.
Characterised by Lavazza’s passion for innovation, Prontissimo! is produced in a unique four-step process with a combination of carefully selected coffee beans and advanced processing and transformation technology. The intricate production process involves modern, natural technology that incorporates controlled heat application to gently concentrate the coffee while preserving the aroma. Cutting-edge freeze-drying technology is then used to slowly evaporate water from the coffee extract and micro-ground coffee mixture resulting in a naturally richer and more fragrant coffee.
“Modern life is fast-paced, especially in a cosmopolitan market like the UAE where residents are busy balancing work and life commitments. Coffee is an important ritual for many people in this part of the world and instant provides coffee lovers with the ability to grab a cup of coffee without interrupting their schedules,” said Karim Merhi, Marketing Manager – Middle East & North Africa, Lavazza.
“Prontissimo! caters to this need, but without compromising on excellence or taste. By using the latest in coffee technology and real micro-ground Arabica beans, Prontissimo! offers the quality guaranteed by more than 120 years of Lavazza industry expertise while allowing for a little more time to savour the Italian coffee experience. We have also catered to the more adventurous coffee drinkers by offering a variety of instant milk-based coffee drinks”
Prontissimo! is available for sale across the UAE in five unique variations. For pure coffee lovers, the range includes Classico, a smooth, well-balanced blend with delicate notes of caramel, and Intenso, a strong, full-bodied blend with rich notes of roasted coffee. While those who prefer a sweeter and creamier coffee experience can enjoy Caffelatte Dolce 3-in-1, a real Italian style caffelatte with a hint of sweetness, Cappuccino Cremoso with extra creamy foam and a delicate sweetness, and Cappuccino Cioccolato, the Italian cappuccino with a sweet chocolatey twist.
In addition to great tasting coffee drinks, the mix of soluble coffee flakes and micro-ground coffee beans is perfect for creating a variety of desert and snack recipes, including tiramisu and coffee-flavoured popcorn.
Innovation and quality are key to Lavazza’s ongoing growth, and its ability to compete on the international scene. Lavazza was the first in the world to introduce the concept of blending by combining coffee from different regions. The Italian coffee brand also launched a series of packaging innovations, including the invention of the vacuum-sealed pack, and founded the Luigi Lavazza Centre for Coffee Studies and Research in 1979 as well as the internationally renowned Lavazza Training Centre with 50 coffee schools around the globe.
In May 2015, Lavazza installed the first capsule-based espresso machine in the International Space Station (ISS). The company also worked with Novamont to develop a 100% Italian compostable espresso capsule made from Mater-Bi with NGO Rainforest Alliance certification in a move towards a more sustainable business model.