Lavazza has introduced its latest coffee line-up, Tales of Italy, incorporating both ground coffee and coffee beans.

Launching this month, the range is inspired by three of Italy’s iconic cities – Roma, Milano and Napoli – and the hidden stories of each region.

For the first time in the company’s 125-year history, a retail range of Arabica and Robusta has been roasted in Melbourne, a nod to Australia’s unique and discerning coffee culture. Tales of Italy comes in new resealable packaging, exploring a bright and vibrant colour palette with hints of Lavazza’s iconic deep blue.

Lavazza Australia head of marketing, Mimmo Orlando said, “Tales of Italy is an exciting launch, not just for the brand globally, but for the Australian market. Particularly with the rise in at-home coffee consumption, the decision to launch in our market first emphasises the leading role Australia plays globally.

“The packaging and iconography of Tales of Italy is also a first for the brand, designed to appeal to our target demographic and generate buzz for the range.”

Tales of Italy is available in three flavours: Refined Milano, Eternal Roma and Alluring Napoli.

Milano is a superior quality blend composed of 100% late harvest Arabica, known for the ripeness of its coffee cherries which gives aromatic notes of dried fruit and honey; Roma is a premium blend of handpicked Colombian Arabica renowned for its quality, and Napoli is a superior blend composed of Conilon Robusta, distinguished by the intensity of a long roast and notes of toasted cereals and caramel.

Tales of Italy can be purchased from leading supermarkets for $14 RRP (ground) and $25 RRP (beans).