Following the success of its ready-to-drink products in the UK, the Italian coffee roaster is debuting a ready-to-drink range in the US as it seeks to grow its share of the opportune iced beverages segment
Lavazza is targeting on-the-go consumers in the US with a new ready-to-drink product range | Photo credit: Lavazza
Pursuing further growth in the north American retail coffee market, Lavazza is targeting on-the-go consumers in the US with a new ready-to-drink (RTD) product range.
The US iced beverage segment could prove lucrative for Lavazza, which has sought to grow its North American retail presence with a new production plant
World Coffee Portal data indicates that US consumers have embraced cold brew and iced coffee as a year-round staple, with iced beverages accounting for more than around $11bn sales in US branded coffee chains.
In 2021, Starbucks
revealed that cold beverage sales significantly outpaced hot drinks across the US, accounting for 74% of total beverage sales in its fiscal third quarter.
Lavazza's new range, which will be available in four flavours, in both dairy and non-dairy options, will be available at select Lavazza cafés, Amazon, Eataly and other retailers across the country. The company states the new product is the only one of its kind to be made with USDA Certified Organic, Rainforest Alliance Certified, 100% Arabica coffee.
"Premium, organic, ready-to-drink coffee is growing at a rate nearly 39% faster than packaged coffee. This is due in part to younger, American coffee drinkers' preference for cold and iced coffees, which makes this market one of the most dynamic. We're always thinking about what's next for coffee drinkers and are confident that our new ready-to-drink cold brew will attract a new class of coffee connoisseurs who value premium taste and quality," said Davide Riboni, CEO of Lavazza US.
The Italian coffee roaster recently posted an 11% rise in annual revenues to €2.3bn
. In addition to its own-label coffee products, Lavazza also controls the Carte Noire, Merrild and Kicking Horse brands.