Coles makes a subtle change to one of its most popular instant coffees: Vittoria Coffee
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Coles makes a subtle change to one of its most popular instant coffees, with customers saying it tastes ‘freshly brewed’ — and it’s on sale
- Vittoria Instant Freeze Dried Coffee is now available in a 400g pack at Coles
- Vittoria launched its first instant coffee range in supermarkets during Covid
- It has been called one of the best freeze-dried varieties on the market
- There is currently a 50 percent discount on the instant coffee pot
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Vittoria Coffee, which first launched an instant variant of its popular grains during the Covid pandemic, has increased the size of its popular packaging.
Supermarket buyers then rejoiced: Vittoria Instant freeze-dried coffee appeared in the supermarket aisles in a 100g pack, but found it ran out much faster than they’d like.
So Vittoria has teamed up with Coles to exclusively release a 400g pack to bring barista-style coffee to more homes in Australia.
“We launched our instant coffee range during Covid to create an easier coffee experience for our customers. People spent more time at home, but did not have more free time. Coffee lovers wanted convenience without sacrificing quality or taste,” Vittoria Food and Beverage Managing Director Rolando Schirato told FEMAIL.
Grocery shoppers rejoiced when Vittoria Instant Freeze Dried Coffee appeared in supermarket aisles in a 100g pack, but found it ran out much faster than they’d like
“Based on our best-selling pure coffee blends, we’ve launched four premium blends in 100g jars, all of which are 100 percent freeze-dried Arabica coffee. We were overwhelmed by the response. Vittoria quickly became the second-largest brand in the segment with a 30 percent share in Woolworths.
‘The product was often sold out on supermarket shelves, with many customers buying multiple jars. With this launch in a larger 400g jar in Coles, we hope to better meet the very high demand for Vittoria instant.”
For those who want to try the new flavour, Coles a limited-time offer of 50 percent off the range from October 19 to 25, making one jar just $16.
For those who want to try the new flavor, Coles is offering a limited-time offer of 50 percent off the range from October 19 to 26, making a jar just $16.
Of all 100g of freeze-dried coffee offered in the supermarket, Vittoria represents 57 percent of the segment
Vittoria customers have continuously expressed their love for the instant coffee format and compared it to a freshly brewed cup.
“I’ve tried many instant coffees, but Vittoria is the best I’ve tried. Very close to freshly brewed,” one woman wrote online.
‘Can’t beat the Instant 100 percent Arabica flavour. It’s great value for money,” said another.
A third added: ‘I’ve been looking for a decent instant coffee since my old favorite has changed. This coffee is so delicious! Lots of great flavor but also very smooth. I’ve had guests compliment my coffee.”