Date published: 01.09.08 - not release date

Despite Continental Influences UK citizens still Reaching for Instant Coffee

CONTACT: Corinna Vere Nicoll/Emma Dag
LAWSON DODD
TEL: 020 7535 1355
FAX: 020 7535 1350

INSTANT COFFEE DRINKERS LETTING DOWN LONDON

London may pride itself on being one of the fashion capitals of the world - rivalling Milan and Paris with its Fashion weeks – but when it comes to choosing fashionable drinks we are no match for our continental rivals.

London’s reputation has taken a severe knock with the news that 36 per cent of Londoners actually prefer a mug of instant with as few as four per cent emulating our sophisticated continental cousins by preferring a shot of espresso.

Even though we will never catch up with our Italian rivals who consume a whopping 250,000 tonnes of coffee a year compared to our less significant but increasing 11,835 per annum, Lavazza is on a mission to educate Londoners about the benefits of drinking Espresso.

Although over a quarter of those questioned (28 per cent) in the new Lavazza survey viewed espresso as a fashionable Italian drink, of all the coffees sold at the Lavazza café at London Fashion Week last year, only 15 per cent were espressos compared to 77 per cent cappuccinos*.

Lavazza is showcasing its First Class Espresso Experience campaign. This kicks off at the Lavazza café at London Fashion Weekend (23 – 26 February 2006 – Natural History Museum) by offering Londoners the chance to experience the art of home espresso preparation and taste espresso and will be followed by further activity throughout 2006.

As General Manager of Lavazza, Paola Bosso, explains, “As an Italian living in London, I am always intrigued when Londoners order lattes or cappuccinos after meals or in the afternoon. Whilst I love milky coffee in the morning, it’s against the way Italians have been brought up to drink it later in the day. After 11am I always drink espresso which, as well as delivering an instant pick-me –up, gives an intense coffee hit and draws out the rich and aromatic flavours of the coffee beans.”

Lavazza will also ensure that the caffeine benefits of drinking espresso are clearly explained. Whilst 41 per cent of those questioned in the Lavazza survey were aware that espresso is a strong coffee that delivers a caffeine hit, most didn’t know that it actually contains less caffeine than filter alternatives. This is because when making an espresso, the water stays in contact with the coffee for only about 25 seconds, so much less caffeine is extracted, whereas using the filter method, the coffee is in contact with the water for around two to three minutes**.

For further info on Lavazza, please visit www.lavazza.com.
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Notes to Editors
The Lavazza survey was carried out by TNS research and questioned a representative sample of 1,500 adults aged 16-64. The interviewing was conducted by CAWI over the Internet from 2 – 6 February 2006.

* Lavazza UK Sales Figures – LFW 2005
** Lavazza International Training Centre Research