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With 131 years of Italian coffee-making heritage to its name, Lavazza brings its signature dolce vita approach to everything—coffee and beyond—and its latest creation is seriously big news. Daniele Foti, the company’s VP of Marketing for Lavazza North America, introduces us to Tablì, a bold, innovative way to brew and enjoy single-serve coffee that’s now available to buy stateside. Drink up!
Tell us about Tablì. What is it, exactly?
It’s a single-serve cabs made of 100 percent coffee, and that’s pretty revolutionary. Before Tablì, the single-serve coffee segment’s rule of engagement assumed an external container, cup, or packaging to actually hold coffee. There are other
technologies on the market that don’t use an external cup, but Tablì is the only one that doesn’t have any other material in it but coffee—no gelatin or anything. It’s highly pressurized coffee; the tab itself is highly packed coffee and nothing else, and you can totally smell and feel it. I truly believe the product itself and the innovation we’re bringing is absolutely unique.
What’s the R&D process been like?
It’s been a long journey, starting in 2020, when we acquired a company working on the technology behind the system when it was just a starting point of an idea. We decided to develop all the patents—more than 15!—that brought the overall Tablì system alive. It’s an entire ecosystem—the machine, trays, coffee tabs— and required a lot of work. There are different patents involved, not only for the tab and the machine, but also related to the packaging.
What else sets Tablì apart?
Because it uses a 100 percent coffee tab, there are three aspects that make Tablì unique. First, there’s the multisensory component: It’s coffee you can touch, smell, and taste. Second, there’s also the sustainability angle to consider. Tablì’s coffee tabs require no external packaging, so they eliminate a significant amount of plastic waste, and that’s a big part of what makes this 100 percent coffee tab a truly revolutionary format. And third, it’s an absolutely outstanding, consistent, high-quality coffee experience.
How did you come up with the name?
The name Tablì is a reference to the tab that can also work around the world, given global expansion plans— and it’s a name that’s short and intuitive to understand the reference, even in different languages.
How are you celebrating Tablì’s debut?
We decided to unveil the machine to the market differently than we usually do; we did it in advance versus when the machine became available. We introduced the machine in early June in New York City for guests, friends, and editors, at NYU’s Martin Scorsese Virtual Production Center; [Martin’s daughter] Francesca Scorsese was there, too! Then we did an event in L.A. in mid-June, and my agenda has been full with events, everywhere, for the Tablì system since then. It’s a busy time!
Francesca Scorsese and Daniele Foti (Getty Images)
How are people liking the machine so far?
The reception overall—from launching in Italy last year, since then it’s being perceived as something pretty massive in terms of innovation—is that it’s changing the rules of the game. In the U.S., we sold out of pre-orders in June, completely organically, and ended up adding additional drops during our pre-sale period because demand was so high. There’s huge curiosity from consumers wanting to experience the machine. When people tried Tablì at our events, it was such positive feedback; everybody was surprised not only by the technology but also by the coffee quality. We also brought the Tablì system to Wimbledon in Central Park.
Lavazza celebrated a memorable anniversary last year, toasting to 130 years in business! What have been the biggest moments for you at the company?
Lavazza decided to invest strongly in the U.S. We’re historically strong in Europe, and reach more than 30 percent of market share. We know that there’s a big opportunity in terms of growth here because the U.S. is a dynamic coffee market with vast opportunity. So, starting in 2020, we decided to invest strongly in terms of communication. Let’s start a new partnership. So to me every year for Lavazza has been an important one in terms of t of anniversary or big moment.”
Why are sports, fashion, and art all key cultural touchstones for Lavazza?
We partner with major tennis events—Wimbledon, the U.S. Open, and Roland-Garros [the French Open]. Coffee, like fashion and art, is about craftsmanship and aesthetic. Creativity, too. There are many different types of coffee you can have during the day, and each type has its own type of cup.
Where else will we be seeing and sipping Lavazza the rest of this year?
This will be our third year at the U.S. Open. We’ll be activating again at New York Fashion Week in September, and it will also be our third year at Art Basel in Miami in December. At Lavazza, we always try to look for events and partnerships that truly allow us to truly connect to consumers.
How is Lavazza more of a premium lifestyle brand than a typical coffee company?
It’s not just about caffeine; it’s not just a matter of waking up in the morning. We believe coffee has to be a meaningful moment for people during their day, for pleasure, to enjoy. We always try to connect with partners that can help us tell this story. We’re an Italian coffee company, and that doesn’t mean we only sell espresso. It’s a reference to the Italian way—the dolce vita style, of connecting coffee to meaningful moments.
You can view the original article HERE.
