Lavazza has launched a new decaf coffee blend to address misconceptions about decaffeinated coffee.
The launch follows research by Lavazza that found British coffee drinkers believe decaf is a compromise, with 32% believing it is inferior to regular coffee and 46% assuming it doesn’t taste as good.
Lavazza’s new Decaf range utilises a natural decaffeination process which harnesses the properties of carbon dioxide to remove the caffeine at molecular level, preserving the delicate flavours and aromas of selectively chosen coffee beans. The process is said to ensure the creation of decaf coffee blends that preserve the full-bodied Lavazza taste and aroma, resembling caffeinated blends.
The decaf coffee market in the UK experienced a spike in sales last year, up 45%. Over half (51%) of British coffee drinkers believe decaf is better for their wellbeing and 46% of decaf drinkers consider it the healthy choice (between decaf and regular coffee). 62% of people avoid drinking regular coffee later in the day, showing they are becoming notably conscious of their caffeine intake.
Matthew Case, Sales Director at Lavazza UK, said: “Lavazza believes that superior quality Italian coffee blends should be available to coffee lovers everywhere, including those seeking decaffeinated options. We’ve seen strong growth in the decaf coffee category – both in the market and for our existing award-winning blend. Despite the evident demand, the options available are still limited and often fall short for coffee lovers, lacking that full-bodied flavour that they crave.
“We are committed to elevating the decaf experience and choice available without sacrificing on taste. That is why we’re expanding our decaf range to include a new intense blend to complement our already bestselling Lavazza Decaf product.”
The new range includes Decaf My Easy Day Beans (RSP £12), Decaf My Rich Break Beans (RSP £12), Decaf Nespresso Compatible Capsules (RSP £4), and Decaf My Easy Day Ground (RSP £5.65). It is rolling out in major grocers, including Tesco, Sainsbury’s and Waitrose.
