Vittoria Coffee launches first instant coffee in its 64-year history

1 min readUpdated May 27, 2025Jul 1, 20215:06 AM

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Vittoria has launched its first range of instant coffee since the company’s inception in 1947.

The company says the new range capture the richness and balance of a traditionally prepared coffee in the convenience of an instant.

Made from freeze-dried Arabica beans, Vitoria Instant Coffee is available in 100g jars or single-serve bags that roast in a 3-minute steep.

The 100g instant coffee jar comes in four different blends – Original Classic, Italian, Latte, and Mountain Grown. While the single-serve coffee bag is available in four 20-serve bags in Espresso, Italian, Mountain Grown, and Long Black.

“We set out to create new, easier coffee experiences for all our customers,” said Rolando Schirato, MD, Vittoria Coffee. “These new products deliver on the distinctive Vittoria taste and offer our customers the convenience to enjoy our legendary 100-per-cent Arabica blends”.

Vittoria Instant Coffee is available in all Woolworths supermarkets nationwide.

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What this means

Vittoria's entry into the instant coffee market with freeze-dried Arabica is a calculated move to capture a wider, convenience-seeking customer base, building on their established premium reputation. This directly pressures existing instant coffee giants by offering a higher-quality proposition. Unlike ZUS Coffee's aggressive store count expansion in Malaysia or Panpuri's multi-store expansion in China and Japan, Vittoria focuses on product diversification within existing retail channels. The risk lies in diluting its premium brand perception, but the 100% Arabica claim mitigates this somewhat. The success of this strategy will become clearer by monitoring its expansion into additional supermarket chains beyond Woolworths, particularly across Asia, and assessing sales figures for the 100g jars and single-serve bags.

Wei Zhang

Questions & Answers

What varieties are available in the 100g instant coffee jars?

The 100g instant coffee jar is offered in four distinct blends. Customers can choose from Original Classic, Italian, Latte, and Mountain Grown options, providing a range of tastes for different preferences.

Which blends are available in the single-serve coffee bags?

The single-serve coffee bags come in four different varieties. These include Espresso, Italian, Mountain Grown, and Long Black, offered in convenient 20-serve bags for individual use.

What is the main ingredient used to make Vittoria Instant Coffee?

Vittoria Instant Coffee is made from freeze-dried Arabica beans. This method aims to capture the richness and balance of traditional coffee, providing a distinctive taste in an instant format.

Where can customers purchase Vittoria Instant Coffee?

Vittoria Instant Coffee is available nationwide across Australia. Shoppers can find the new range in all Woolworths supermarkets, making it widely accessible for customers.

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