Italian espresso brand Segafredo has entered the Australian retail grocery market, launching a product range through more than 900 Woolworths stores nationwide and online.
The brand, founded in Bologna in 1973 and part of the Massimo Zanetti Beverage Group, has supplied Australian cafes for more than 25 years. It is now expanding into the FMCG sector.
The new lineup comprises eight products developed for domestic consumer preferences, spanning locally roasted whole beans, capsules, and instant coffee.
The whole coffee bean category is available in 700g packages retailing at an RRP of $30, offering three options based on the bold, dark Casa roast, which it says delivers “full-bodied intensity”.
The product is made from the Arabica Emozioni blend, featuring notes of nuts and chocolate, and the medium-roasted Intermezzo blend, with a smooth, balanced flavour profile.
For at-home capsule brewing, the brand offers 10-packs at an RRP of $8, including Arabica Supremo, Classico signature blend, and Intenso.
Another product is the 100g instant coffee range, priced at an RRP of $12, which comes in a smooth, granulated Classic format or a rich, freeze-dried Gold blend with an aromatic finish.
“Segafredo has been part of Australia’s cafe culture for over 25 years, so bringing the brand into Woolworths at this scale is a significant step for us,” said Rob Collier, MD of Segafredo Bean Alliance Australia.
“We’ve developed a range of blends and flavour profiles that we think will resonate with discerning consumers. We look forward to becoming part of more Australians’ everyday coffee routine.”
The retail rollout coincides with the launch of a new marketing initiative under the global platform ‘Take Your Shot’. Developed in partnership with the creative and social agency Kill Boring Dead, the promotional campaign features several public figures selected to represent different product categories and consumer habits.
“Take Your Shot is built on a simple insight – Australians back themselves every day, in ways big and small,” said Aggie Vlotman at Segafredo Bean Alliance Australia. “Segafredo fits into that rhythm as a consistent, quality coffee that’s there for the start, the push, and the pause.”
Founded in Bologna in 1973 by Massimo Zanetti, Segafredo has evolved from a traditional Italian roasting house into one of the world’s leading coffee companies, operating in over 110 countries.
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