Lavazza Launches Dolcevita Decaf – A Premium Decaf Coffee Redefining The Category

Lavazza North America is proud to introduce Dolcevita Decaf, a premium decaffeinated coffee that delivers full flavor and richness to coffee lovers who seek the indulgence of coffee without the caffeine. As part of Lavazza’s celebrated Dolcevita line, Dolcevita Decaf is meticulously crafted to preserve its deep flavor profile and aroma, proving that decaf coffee doesn’t have to be a compromise.

With the increasing demand for high-quality decaf coffee, Dolcevita Decaf positions Lavazza as a leader in the category, embracing evolving consumer needs for flavorful coffee that fits health-conscious and caffeine-free lifestyles.

“We’re thrilled to introduce Dolcevita Decaf in response to consumer feedback and the growing demand for premium decaffeinated options,” says Daniele Foti, Vice President of Marketing, Lavazza North America. “We listened carefully to our customers, and this product reflects our commitment to quality and innovation in every cup - making decaf just as enjoyable as its caffeinated counterparts.” 

Dolcevita Decaf is a medium roast that delivers rich, smooth flavor with a velvety body, featuring notes of chocolate and caramel. It offers a decaf coffee experience that feels indulgent and sophisticated — ideal for coffee enthusiasts who want a high-quality cup at any hour of the day.

Dolcevita Decaf is now available for purchase at select retailers and online at Lavazza.com.

ABOUT LAVAZZA GROUP

Lavazza, founded in Turin in 1895, has been owned by the Lavazza family for four generations. Today the Group is one of the leading players on the global coffee scene, with turnover of over € 3.3 billion and a portfolio of top brands that lead their respective markets, such as Lavazza, Carte Noire, Merrild and Kicking Horse. 

It is active in all business sectors and has operations in 140 markets, with 9 manufacturing plants in 5 countries and about 5,500 collaborators all over the world. The Group’s global presence is the result of 130 years of growth and the more than 30 billion cups of Lavazza coffee produced every year are a testament to a remarkable success story, with the goal of continuing to offer the best coffee possible, in all forms, by focusing on every aspect of the supply chain, from the selection of the raw material to the product in the cup.  

Lavazza Group has revolutionized coffee culture by investing continuously in research and development: from the intuition that marked the company’s earliest success - the coffee blend - to the development of innovative packaging solutions; from the first espresso sipped in Space to the dozens of industrial patents. The ability to be ahead of the times is also reflected in the attention to economic, social and environmental issues - which have always been a benchmark to guide corporate strategies.  

“Awakening a better world every morning” is the corporate purpose of Lavazza Group, with the aim of creating value for shareholders, collaborators, consumers and the communities in which it operates, combining competitiveness with social and environmental responsibility.