WEST CHESTER, PA — Lavazza North America is expanding its push into the U.S. single-serve coffee market with the launch of Tablì, a proprietary brewing system using compressed coffee tabs instead of conventional capsules or pods after its initial pre-order inventory sold out.
The system is now available through LavazzaUSA.com, with sales through Amazon expected to begin later in August. Lavazza is positioning the launch as a significant part of its U.S. growth strategy following five years of research and development and more than 15 patents.
Tablì uses coffee that is ground, tamped and compressed into a solid tab without a surrounding capsule. The concave tabs are designed to expand during extraction and work exclusively with the Tablì brewing machine.
The machine is priced at $129.99 and is available in Graphite Black, Sand White and Walnut Brown. Lavazza is also selling bundles that pair the brewer with coffee tabs or a milk frother, ranging from $169.99 to $249.99.
Coffee is available in five varieties. Packs of 48 Super Crema, Espresso and Decaf tabs cost $48, while Espresso Lungo and Espresso Double are priced at $52.80 for 48 tabs.
A 60-count variety collection costs $60, while customizable orders start at $12.49 for a 12-tab box.
The commercial rollout follows a pre-sale period in June and July that Lavazza expanded to five releases after its initial allocation sold out. The company reported that each subsequent release also sold out, with the fastest depleted in less than an hour.
“Tablì is one of Lavazza’s biggest bets on the US market to date,” Daniele Foti, vice president of marketing for Lavazza North America, said. He described the pre-sale response as exceeding the company’s expectations and pointed to the planned Amazon rollout as the next stage of distribution.
The system represents Lavazza’s attempt to differentiate itself in the established single-serve category through the consumable itself rather than only the brewer. Because each tab consists of compressed coffee, the format eliminates the individual outer capsule commonly used by competing single-serve systems.
Operation is built around a one-touch control and requires no separate grinding or dosing. Lavazza is also marketing the machine for use with its milk frother for drinks including lattes and cappuccinos.
The launch is being supported by a U.S. advertising campaign centered on “Coffee Factory,” a film featuring Luigi, the robot character used in Lavazza’s global “Pleasure Makes Us Human” campaign.
Lavazza plans to distribute the campaign across connected television and streaming platforms, including Amazon Prime Video, Fire TV, Roku, Netflix, YouTube, Hulu and Peacock, along with social media. Additional events and partnerships are planned as the company broadens the product’s U.S. rollout.
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