Italian espresso company, Segafredo, has extended its reach into the Australian retail grocery market with a new product lineup. Over 900 Woolworths stores nationwide and their online platform will carry the brand that has been supplying Australian cafes since 1973. Now, Segafredo is venturing into the Fast-Moving Consumer Goods (FMCG) sector.
The new offering includes eight products, all formulated with the tastes and preferences of Australian consumers in mind. The selection includes locally roasted whole coffee beans, coffee capsules, and instant coffee.
The whole coffee bean selection is available in 700g packages at $30 each. It includes three options originating from the bold, dark Casa roast that is known for its “full-bodied intensity”. This variety is made with the Arabica Emozioni blend that offers hints of nuts and chocolate. There’s also a medium-roasted Intermezzo blend with a smooth, balanced palate.
The brand offers 10-packs of capsules for home brewing at $8 each. The offerings include Arabica Supremo, the Classico signature blend, and Intenso.
Also available is a 100g range of instant coffee, priced at $12. Customers can choose between a smooth, granulated Classic variety or a rich, freeze-dried Gold blend with a lingering aromatic finish.
Rob Collier, Managing Director of Segafredo Bean Alliance Australia, expressed his excitement about the brand’s expansion into Woolworths. He stated that after being a staple in Australia’s cafe culture for over 25 years, this step marked a significant milestone for Segafredo. Collier also expressed that they have developed a range of blends and flavors that are likely to resonate with discerning consumers and are eager to become part of Australians’ everyday coffee rituals.
This retail expansion aligns with the launch of Segafredo’s new global marketing initiative, ‘Take Your Shot’. This campaign features several public figures representing different product categories and consumer habits. Aggie Vlotman from Segafredo Bean Alliance Australia stated that the aim is to position Segafredo as a constant, quality coffee brand that aligns with the rhythm of Australians’ daily lives.
Established in 1973 in Bologna by Massimo Zanetti, Segafredo has grown from a traditional Italian roasting house into one of the world’s leading coffee companies, now operating in over 110 countries worldwide.
What is the price range of Segafredo’s new product lineup?
The price range is from $8 for a 10-pack of coffee capsules to $30 for a 700g package of whole coffee beans.
What flavors or blends are included in Segafredo’s new product lineup?
The lineup includes Arabica Emozioni blend, medium-roasted Intermezzo blend, Arabica Supremo, Classico signature blend, and Intenso.
What is Segafredo’s new marketing initiative?
The new initiative, ‘Take Your Shot’, aims to position Segafredo as a constant, quality coffee brand that aligns with the rhythm of Australians’ daily lives.
