Dive Brief:

  • Italian coffee giant Lavazza is debuting its own ready-to-drink product tailored to the U.S. market as the company expands its offerings in the fast-growing category popular with on-the-go consumers. Lavazza already sells RTD coffee in countries such as England.
  • The cans will debut with four styles — Classic Cold Brew, Nitro Cold Brew, Cappuccino Cold Brew with Milk, and Double Shot Cold Brew with Oat Milk — that will be made with USDA certified organic, Rainforest Alliance certified Arabica coffee. Each can has between five and 70 calories.
  • Davide Riboni, president of BU Americas at Lavazza Group and CEO of Lavazza US, said the company spent two years studying the crowded RTD coffee market to develop an offering that was “distinctive and unique.”

Dive Insight:

Cold brew coffee has been among the fastest-growing beverage categories. In 2015, U.S. sales were around $110 million, according to data from Statista….

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