VITTORIA GOLDEN BREW AN INSTANT HIT

THE first freeze dried instant coffee produced by Vittoria Food & Beverage has been a hit, with the brand capturing a 24 per cent market share of the 100g category within Woolworths since its launch in June.

Locked in their homes due to Covid, people are opting for coffee pods and roasted coffee, and buying better home coffee machines to brew them up, but also increasingly they are reaching for instant coffee.

Instant coffee sales are up about 12 per cent since the pandemic and lockdowns began.

Vittoria managing director Rolando Schirato said: “Our philosophy is however people drink coffee we want to provide them with the best possible coffee they can find in that format, so if people are drinking instant coffee it is not about being a snob about it saying it’s no good, it’s just a different type of consumption.

“And what was funny as well is you would expect the feedback, from social media etc, from the supermarkets that it could be horrendous when you are entering instant coffee and it has been overwhelmingly positive.

“But it just indicates this, that instant coffee is multifunctional, people can enjoy it as well as pure coffee, it is not one or the other.”