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Editorial

This first issue launches a new communications initiative from Lavazza. ESPRESSO WORLD is a digital magazine that will provide updates on news and initiatives dedicated especially to you. It offers all the easy functions of the PDF format, which means that you can scroll through it on the screen or choose to print it out. This issue features the 2011 Lavazza calendar with all the news on promotions and related materials, innovations in the world of Vending, Ho.Re.Ca., Retail and much more. Be sure not to miss the articles on the Vending area, starting on page 12, with new high-tech machines and capsules to make excellent Italian espresso every time and if you want to amaze your customers with a brand-new idea, on page 20 you’ll find Gelo Espresso, Lavazza’s new idea for serving cold coffee that is prepared on the spot. Most importantly, we would like to thank all of you for the great professionalism with which you promote the Lavazza brand around the world and for continuing to make our success possible. ESPRESSO WORLD awaits you. Click! And we’re off!

communications&promotions

news&products

4 • Falling in Love in Italy! That’s Amore! 6 • Passion Dresses Your Promotional Activities 8 • A Card Full of Fashion for the Most Loyal Customers

10 • The Lavazza Retail Packages: New Design, Italian Style12 • Innovations in the World of Vending16 • Espresso Point and BLUE: New Capsule Blends18 • Espresso Point and BLUE: a Wide Range of Complementary Products 20 • Gelo Espresso Lavazza Reinvents Cold Coffee22 • Cremespresso: Real Espresso, Creamy Delight24 • The Ho.Re.Ca. World: the Lavazza BLUE System26 • The Advantages of the Lavazza BLUE System28 • Lavazza BLUE. A Choice of Exellence

close up 30 • Flag: the Symbol to Identify You and Make You Identifiable34 • Design Collection: Lavazza’s New Ho.Re.Ca. Line

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© Lavazza 2011

It may be the climate or perhaps it’s the way people look at each other. Or maybe

there’s just something in the air. Whatever it is, in the eyes of the world Italy is where

you fall in love.

Falling in Love in Italy: The 2011 Lavazza Calendar talks about the quintessential sentiment — love — and it does it by capturing the passion and intensity felt in front of a Lavazza espresso, unique and authentically Italian. The Armando Testa agency asked the American photographer Mark Seliger to interpret the Bel Paese. Accompanied by exceptional models such as actress Olivia Wilde and Prince Tao Ruspoli, Mark was asked to offer the public his witty and surreal interpretation of love, espresso and Italian taste. From Venice to Verona and from Tuscany to Capri, accompanied by a Cupid ready to let his arrows fly at your venue, we’re ready for an Italian tour of languorous glances, kisses and excellent Italian espresso. The Real Italian Espresso Experience 2011 is ready to make itself known wherever passion is at home.

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Falling in Love in Italy! That’s Amore!

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Capri_January/FebruaryA huge bed floating on a coffee sea with espresso cup stacks encircled by cup-shaped Faraglioni. Starring Olivia Wilde and the Italian prince Tao Ruspoli.

Naples_March/AprilA breeze of passion for this snapshot captured amidst laundry hanging out to dry in the southern winds. A look of love and an espresso to seal an intense moment.

Verona_May/JuneIf Romeo had launched himself with a cup-parachute to declare his love for Juliet, would Shakespeare have ended up writing a tragedy?

Tuscany_July/AugustItalian warmth and sensuality in the shade of a stack of wheat with the unusual shape of a coffee cup.

Venice_September/OctoberA sea of coffee lulls two lovers who, seated at a small table in a café, have eyes only for each other.

Florence_November/DecemberYoung, dreamy and in love, for a magical starry evening.

Passion Dresses Your Promotional Activities

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The promotional kitTo make the calendar event even more appealing, Lavazza is offering complete kits with promotional materials ranging from shopping bags to T-shirts, twin spoons and tins with the words “falling in love”. This is a complete and highly recognisable set of materials, all of which devoted to the theme of the calendar: to dress your promotional activities with Italian passion.

1. Cards2. Cotton shopper3. Tin4. Coffee measure5. Clips6. Men’s T-shirt7. Bookmarks8. Paper shopper9. Women’s T-shirt10. USB Pendrive11. Plastic bag12. Twinspoon

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A Card Full of Passion for the Most Loyal Customers

Cupid brings passion to the new frequent customer card that Lavazza is offering again this year to gain the loyalty of your best customers’ consumers. It is a complete set inspired by the calendar for truly delightful moments.

The elegant card box, with the graphics of the 2011 calendar, contains the “Espresso and Cappuccino Loyalty Card 2011” offering a delicious free coffee or cappuccino for the tenth passionate encounter with Lavazza.

Today there’s an important innovation in the retail world: Lavazza coffee has updated

its packaging.

It is the result of careful study aimed at underscoring the values of Lavazza, the symbol of Italian style in the world, and emphasising the impression of elegance and modernity through a sleek style with plenty of personality. The back lists new information for consumers, from advice on the best way to prepare the coffee to the composition of the blend, characteristics and tasting information.

The Lavazza Retail Packages: New Design, Italian Style

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The new Lavazza packages:Qualità Oro, Caffè Espresso, Caffè Decaffeinato, Qualità Rossa, Crema e Gusto, Il Perfetto Espresso, Gran Crema Espresso, Gran Aroma Bar, Crema e Aroma, Club, Dek.

Innovations in the World of Vending

EP 1800 LAVAZZATIME was created as part of a prestigious international design project promoted by Lavazza. Designed by Marco Merendi, it fully respects these parameters, perfectly merging sophisticated design with the high technology offered by the capsule system.The EP 1800 boasts clean lines and its slashed cube shape conveys solidity and lightness. Technical upgrades mean that Lavazza Time not only looks good but is also a practical, functional machine. The coffee nozzle and steam spout simple to use and easy to clean; the cup-warming tray, height adjustable to hold cups or glasses, a rotating discharge compartment, and a practical, spacious tank are just some of the characteristics that distinguish this prime example of design and cutting-edge technology.

T he Espresso Point and BLUE systems have expanded, for an increasingly innovative

and technologically advanced range.

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EP 1800 LAVAZZATIME

EP PLUSSimple, elegant and boasting clean lines, the EP PLUS successfully expresses contemporary design, fully adapting to any space devoted to R&R and guaranteeing maximum function, easy use and a top-quality cup of coffee.For the first time, the Espresso Point system now features two easy-to-use hoppers for soluble beverages, so that you can now prepare not only the classic espresso, but also many other beverages including cappuccino and latte.It is a very versatile machine with a high-tech user interface that guarantees top-quality beverages. EP PLUS is also a practical and very functional system with a height-adjustable cup warmer, a tank that can hold 4.5 lt and a drawer that can contain 30 capsules.

EP PLUS

LB 1200 Galactica.It is a real technological revolution in the world of Office Coffee Service, thanks to its exclusive technology. This machine with an integrated milk system, as the coffee is brewed in two separate areas to make coffee and cappuccino. The new machine has also an exclusive agitator for the steam, that guarantees perfect froth. With Galactica everyone can enjoy an authentic, velvety cappuccino and excellent hot chocolate, as well as frothy cold beverages. It is designed for offices, professional environments, hotels and tourist facilities.

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LB 1200 Galactica

LB Preziosa. This is an elegant and precious coffee machine. It is made using noble materials — such as midnight blue glass for the chassis — and is designed with a touch system for user interface, in keeping with the latest trends.It is a real gem to be displayed in public places and the most prestigious offices, but it is also a very functional machine thanks to the boiler discharge system, temperature control and water-level sensors. Its glass and aluminium components make it a highly recyclable product that is also attractive, thanks to the elegant coordinated cabinet.

LB Preziosa

Espresso Point and Blue: New Capsule Blends

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10Via San Tommaso

TurinThe LUXO N°10 blend is dedicated to the address of the small shop where Luigi Lavazza made his very first coffee blends.

59Corso Novara

TurinThe LUXO N°59 blend is instead dedicated to the location of the current headquarters, expressing the expansion of a company that continues to evolve with passion.

VERY-BWith the exquisite blends, created for the innovative Lavazza BLUE system, it is possible to differentiate the offer thanks to two exclusive products: Magnifico, a high-quality 100% Arabica blend created from specially-roasted Arabica coffees from India and Brazil, producing a mellow, fragrant espresso with a persistent aftertaste and velvety crema, and Supremo, an intense, full-bodied blend of Brazilian/Central American Arabica coffees and Indian Robusta, with a dark roast sweetened by long and progressive cycles that yield a persistent taste and a rounded, liquory flavour.

LUXOA new range of Espresso Point capsules. It consists of two unique, well-designed products created for the most demanding customers. For the first time, the coffee is contained in a special single-capsule pack, specially designed to preserve all its flavour, aroma and freshness.LUXO N˚10 is a 100% Arabica blend composed of the finest coffees from India and Brazil, resulting in a rounded, well-balanced espresso with a mellow flavour and velvety crema.LUXO N˚59 is a fine blend of Arabica coffees from Brazil and Central America, and Robusta coffee from India. It is specially roasted to produce a sophisticated, chocolatey flavour, a thick crema and persistent aftertaste.

The elegant LUXO package (50 single-serving capsule packets) completes the presentation of these two excellent products to enrich and differentiate your offer, becoming the pride of your Espresso Point range.

The prestigious Very B package with 100 capsules allows you to present this product at its best, enhancing the supreme quality of its two exclusive blends.

Espresso Point and BLUE: a Wide Range of Complementary Products

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Di più! is the line of complementary capsules, with a single high quality and a

multitude of tastes. A varied choice of hot drinks to make breaks even more

enjoyable, at any time of day.

Di Più is available for both systems BLUE and Espresso Point — unparalleled in terms of quality and available in a variety of flavours to satisfy all the taste expectations of your customers. Choose the variety, thanks to the broad selection of products offered. Taste the flavour, because it features a wide selection of new, exclusive, Lavazza formulations. Notice the yield in the cup, because it was specially designed for the Lavazza system.

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With Di più! It will be easier to:

• Satisfy your customers’ daily consumption habits thanks to the variety of products.• Meet the taste expectations of your customers.• Stand apart from the competition.• Increase the loyalty of your customers.• Enhance your image, thanks to the service offered.

Arevolution in the world of coffee is here: Gelo Espresso. For the first time you can

offer your customers a product that combines the quality of real Italian espresso

with the pleasure of cold coffee.

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Gelo Espresso.

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Lavazza Reinvents Cold Coffee

Communications materials.To help you create a thrilling ambience, Lavazza has prepared a complete set of perfectly coordinated point-of-sale materials. The appealing counter and table signs will catch people’s attention and encourage them to order Gelo Espresso. “Enjoy the video of ”

The Coffee Cooler is a special container created and patented by the Lavazza Training Center to prepare Gelo Espresso. Its geometric form guarantees consistent results and gives the coffee its distinctive character.It is combined with another key tool, the manual or electric ice crusher. As soon as the espresso is ready, you simply pour it over crushed ice in the Coffee Cooler to make cold coffee in just seconds through simple filtration.And to emphasise the quality of Gelo Espresso, Lavazza has created a double-wall tumbler that keeps the product cold.With the Coffee Cooler recipe book, you can unleash your creativity and satisfy the most demanding customers with a wide variety of cold coffee treats.

Table sign

Counter display

Lavazza Cremespresso is here to satisfy your customers, catering to their tastes and

offering them a cool, delicious and velvety smooth break.

This exclusive Lavazza recipe is made with real espresso and without hydrogenated fat. In addition to guaranteeing product quality, it is a treat that can be enjoyed at any time of the day, offering the palate the unique and delightful sensation.Creamy sweetness, freshness and innovation. Available in three delicious versions — with cold milk cream, with orange and chocolate toppings, or with an added espresso — Cremespresso combines easy preparation with appealing service.

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Cremespresso: Real Espresso, Creamy Delight

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The new, cool and creamy way to enjoy Lavazza espresso.

with milk creamCold milk cream and a dusting of chocolate for a cool and velvety version.

with extra coffeeExtra coffee to make Cremespresso even more intense.

orange and chocolate Orange and chocolate turn Cremespresso into an unusual and exclusive treat.

The instruments to make it.The mixer is the perfect instrument for preparing Cremespresso, while the elegant glass tumbler means that you can always serve it fresh — and with style.

Communications materials.Totem displays, counter signs, rotairs, tabletop cards, menus and decals highlight the deliciousness of this product. This complete kit is the perfect way to communicate and promote Lavazza Cremespresso effectively.

The BLUE System is perfect for Ho.Re.Ca. locations such as hotels, restaurants, venues and catering companies that want to offer the best Lavazza coffee and enjoy all the convenience of a capsule system. The 20 pluses of the BLUE system concern the cup, i.e. the way the coffee is brewed and served, but they also involve the capsule, because of the product’s guaranteed aroma and freshness, as well as the values of the machine, related to the automatic and professional system, and its most technical features. The Lavazza BLUE System can delight even the most demanding customers. Each business has its special characteristics and pace. For each establishment using Lavazza BLUE machines the best placement must be determined so as to optimize service and consumption. This wide range of professional machines with capsule systems, is suitable for any size space and level of consumption.

Today, espresso lovers who want to provide the quality and excellence of Lavazza

coffee anytime and any where, can count on the reliability and innovation of the

Lavazza BLUE System, which combines the convenience of an espresso machine

with high-quality coffee blends.

The Ho.Re.Ca. World: the Lavazza BLUE System

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LB 2300 DOUBLE CUP

QUALITIES:Perfect for low volumes Points of sale in the hotel and foodservice industry.

SPECIAL FEATURES:Pininfarina design and small dimensions, this machine is perfect for catering services. Two espressos can be prepared at a time.

LB 4100

QUALITIES:Compact and manageable; unique design.

SPECIAL FEATURES:A range of top-quality machines offering technology and performance and requiring little space. Available with a water supply connection and tank.

LB 4700

QUALITIES: Versatile, strong and powerful.

SPECIAL FEATURES:It guarantees reliability and maximum professional efficiency.

The Advantages of the Lavazza BLUE System

ExcellenceLavazza BLUE capsules preserve the aroma and freshness of select Lavazza blends, guaranteeing an incredibly creamy and fragrant product.

ServiceThe Lavazza BLUE system guarantees maximum efficiency and cleanliness. With the double-dose capsule, two espressos can be prepared at the same time, increasing the speed of service.

SimplicityTechnologically advanced and automatic machines, together with ready-to-use capsules, make Lavazza BLUE extremely easy to operate while always guaranteeing style and perfection.

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ConvenienceThe Lavazza BLUE capsule system makes it possible to serve espresso quickly and easily while ensuring maximum quality.

RangeThe Lavazza BLUE system offers a vast range of espresso blends and complementary products able to satisfy any palate, as well as a variety of machines suitable for any size space and level of consumption.

InnovationThe exclusive dispensing system Lavazza has developed is reliable and highly innovative, designed to enhance the flavour of a consistently perfect espresso anytime, anywhere.

Espresso Intenso x2

Espresso Rotondo x2

Espresso Dolce

CaffèCrema

Espresso Intenso

Espresso Rotondo

Espresso Decaffeinato

Espresso Ricco

Lavazza BLUE. A Choice of Exellence

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To bring your customers into the world of BLUE — the world of “good espresso” guaranteed to win over even the most demanding and expert customers — here are the materials that Lavazza offers for your location.

These visibility tools will accompany your customers in every phase, from choosing their espresso to enjoying it, and will help you win their loyalty: stickers, tablemats, “reserved” signs, menu attachments with a coffee-marker magnet and an elegant box to hold the capsules, so that customers can choose their favourite blend at the table.

Thanks to its rich offer of visibility tools, BLUE has proven that it is a unique and tasteful choice that, in satisfying your needs, will win over consumers and guarantee everyone a perfect and delightful break.

With the exception of the box (BLUE Show and pick box) produced in and made for Italy, artworks are available for all the BLUE materials.A choice of excellence(BLUE Sticker, BLUE Tablemat,BLUE Menu maker, BLUE Menu)

Flag: the Symbol to Identify You and Make You Identifiable

The new Lavazza symbol intends to become a true point of reference. For customers

because it immediately reminds them of the Lavazza world and its values, and for shop

owners because it communicates strength and the spirit of belonging.

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Conveying emotions, establishing a relationship with customers, talking about experience and taste, being aesthetically appealing.If you share even just one of the objectives on this list, then you think exactly the way we do.

For Lavazza, belonging to a winning group is conveyed through a recognisable symbol, which must become a point of reference for consumers. This was the goal we had in mind when we created the new sign dedicated to Foodservice customers.

Croatia

Morocco

Romania

Better visibility, a clearer and well-positioned logo and simple forms are all part of this striking new sign, which boasts elegant graphics and ensures recognisability of the brand as well as your shop as a place of taste and excellence.The sign is like your business card: it’s what makes you visible and offers an immediately perceptible added value that allows customers to identify with something and beckons them to enter your shop.

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Serbia

Croatia

Poland

Belgium

Greece

The new Lavazza sign has been created with a harmonious and effective design that complements your style as well as your surroundings. It has everything it takes to satisfy to the highest expectations, thanks to unique graphic lines, the colour blue and the tilted Lavazza espresso cup, the recognisable and unambiguous symbol of consumption away from home.

This new sign brings elegance and style to a complete line of designer objects to give recognisability to Lavazza shops around the world: steel and Plexiglas for the single-sided sign, the two-sided side sign, the elegant wall plaque to be placed outside and the LED sign to give visibility from the interior. And there are also decals and umbrellas for outdoor tables.

Ukraine

Design Collection: Lavazza’s New Ho.Re.Ca. Line

To keep growing, in 2010 we decided to update our line of objects to support your

business.

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We organised a competition and invited six design studios of the newest generation to participate, in order to create a simple but high-quality line of products made with the noblest materials: state-of-the-art food-safe plastic, glass, steel and ceramic.

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Small sugar packet holder with removable divider. Light, resistant and space saver.Countertop sugar packet holder with mobile stirrer holder “bridge” and removable cross divider for an easy organisation of sugar and sweeteners.

Lightweight, non-skid, stackable tray designed to optimise space. It can hold up to 5 espressos and 4 cappuccinos.

The glasses, small and large, take up the slant and bottom of the Lavazza cup.

Ashtray and candlestick made of classic ceramic decorate the table with elegance.

Milk jug, a clear and hygienic miniature glass bottle, with a unique-designed stopper.

Capsule holder, a little space-saving structure. A transparent slide offers Lavazza capsules.

Double-wall glass. The double wall gives this glass a noble appearance and superior thermal efficiency.

Vertical and horizontal napkin holder. Immediately recognisable as part of the same collection, the napkin holder is available in two sizes.

The service items are marked with the elegant blue Lavazza logo.The dominant colours are the white of the plastic and the transparency of glass. The message is clear: purity, recognisability, hygiene, brilliance!

The products combine beauty and practicality: sturdy, solid, easy to clean, and with non-skid feet and surfaces exactly where they are needed.The basic form is a rounded square — instantly recognisable — that is easy to combine with the other pieces in the collection.

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