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Coles makes a subtle change to one of its most popular instant coffees: Vittoria Coffee

Coles makes a subtle change to one of its most popular instant coffees with customers saying it tastes ‘freshly brewed’ – and it’s on sale

  • Vittoria Instant Freeze Dried Coffee is now available in a 400g pack at Coles
  • Vittoria launched its first instant coffee range in supermarkets during Covid
  • It has been called one of the best freeze dried varieties on the market today
  • There is currently a 50 per cent off sale on the instant coffee jar 

Vittoria Coffee, who first released an instant variety of its popular granules during the Covid pandemic, has upped the size of its popular packaging.

Supermarket shoppers rejoiced when Vittoria Instant Freeze Dried Coffee appeared in the grocery store aisles in a 100g pack, but were finding that it was finished up far quicker than they would like.

So Vittoria has worked with Coles to exclusively release a 400g pack to bring barista-style coffee to more homes in Australia.

‘We launched our instant coffee range during Covid to create an easier coffee experience for our customers. People were spending more time at home but not having more free time. Coffee lovers wanted convenience without comprising on quality or flavour,’ Vittoria Food and Beverage Managing Director Rolando Schirato told FEMAIL.

Supermarket shoppers rejoiced when Vittoria Instant Freeze Dried Coffee appeared in the grocery store aisles in a 100g pack, but were finding that it was finished up far quicker than they would like

‘Based on our top selling pure coffee blends, we launched four premium blends in 100g jars, all 100 per cent Arabica freeze-dried coffee. We were blown away with the response. Vittoria quickly became the number two brand in the segment with a 30 per cent share in Woolworths.

‘The product would often sell out on supermarket shelves, with many customers buying multiple jars. With this launch into a larger 400g jar in Coles, we’re hoping we can better meet the very high demand for Vittoria instant.’

For those wanting to try the new flavour, Coles is offering a limited time offer of 50 per cent off the range from October 19 until the 25th, making one jar just $16.

For those wanting to try the new flavour, Coles is offering a limited time offer of 50 per cent off the range from October 19 until the 26th, making one jar just $16

For those wanting to try the new flavour, Coles is offering a limited time offer of 50 per cent off the range from October 19 until the 26th, making one jar just $16

Of all the 100g freeze dried coffees on offer at the supermarket, Vittoria represents 57 per cent of the segment

Of all the 100g freeze dried coffees on offer at the supermarket, Vittoria represents 57 per cent of the segment

Vittoria customers have continually expressed their love of the Instant Coffee format, likening it to a freshly brewed cup.

‘Have tried a lot of instant coffee but Vittoria is the best I have tried. Comes very close to freshly brewed,’ one woman wrote online.

‘Just can’t beat the Instant 100 per cent Arabica flavour. It’s great value for money,’ said another.

A third added: ‘I have been searching for a decent instant coffee since my old favourite changed. This coffee is so nice! Lots of great flavour but very smooth too. I’ve had guests compliment my coffee’.

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