The Italian coffee giant Lavazza has launched its new Tablì extraction system in the United States, featuring 100% pure coffee compressed into discs.
This move aims to challenge the dominance of Keurig in the American single-serve coffee segment.
The US market is becoming increasingly significant for Lavazza's global operations, with its strategic importance growing steadily.
Lavazza CEO Antonio Baravalle, in an interview, stated that the brand is betting on sustainability remaining a top priority for a large segment of coffee consumers.
The three round coffee discs are stamped with the words "100% pure coffee."
Lavazza is officially introducing its espresso discs to the US market to break Keurig's stronghold on the single-serve category.
The Italian coffee powerhouse first launched the Tablì series of brewers last year in its home market.
The accompanying coffee discs are made solely from compressed ground coffee, containing no film, binders, or gelatin, and are designed exclusively for use with Lavazza's proprietary Tablì machine.
Initially, five varieties are available: standard espresso, double espresso, decaffeinated espresso, a creamy option, and a lungo (extracted with more water).
Baravalle explained that achieving the high-density compression for the discs, making them durable for transport while ensuring proper extraction, required an extremely complex industrial production line.
The entire Tablì product line originated from Lavazza's 2020 acquisition of the Italian startup Caffemotive.
The system underwent five years of development, secured over 15 patents, and required the construction of a new production plant in Gattinara, Italy, to achieve mass production.
The launch in the US comes as the market's importance to Lavazza intensifies.
Company data indicates a 26.9% year-over-year revenue increase in North America for 2025.
Baravalle noted that the US is a core growth channel for the company, and Lavazza's long-term goal is to reach 1 billion euros in revenue there.
He added that the brand's intangible value is growing robustly, supported by significant marketing investments over the past two years, a trend set to continue for the next five years.
The 130-year-old company remains fully privately owned by the Lavazza family.
Its latest annual report shows total 2025 revenue of 3.9 billion euros and a net profit of 92 million euros.
Currently, Lavazza generates over $100 million in annual sales in the US through retailers like Target and Walmart.
In comparison, Keurig's US coffee business reported net sales of $3.99 billion in 2025.
The vast majority of Keurig's coffee revenue comes from its K-Cup pods.
For over a decade, it has dominated the US single-serve pod market, though Nestlé's Nespresso has been steadily gaining ground in recent years.
Euromonitor data shows Keurig holds roughly half of the US ground coffee capsule market, with Nespresso at around 7%.
Lavazza already has a partnership with Keurig, selling its own capsules compatible with K-Cup machines in the US.
Baravalle clarified that the brand's short-term goal is not to overtake the two giants, Keurig and Nespresso.
The core objective is to carve out a distinct, differentiated niche in the market, he said, noting satisfaction with the existing partnership with one of the industry leaders.
Focus on Sustainability
Lavazza believes environmental sustainability remains a primary purchasing criterion for many coffee drinkers, though Baravalle acknowledged consumer prioritization varies by country.
Keurig's plastic pods have long faced criticism over waste, creating an opening for more eco-friendly alternatives.
Keurig had claimed all its K-Cup pods were recyclable starting in late 2020.
In 2024, the US Securities and Exchange Commission charged the beverage giant with misleading advertising regarding the pods' recyclability.
Keurig settled by paying a $1.5 million penalty, neither admitting nor denying the allegations.
Its website now states: "Check locally, not recycled in many communities."
Nespresso's aluminum capsules are easier to recycle, with the brand offering a free mail-back program.
As Lavazza launches its eco-friendly coffee disc competitor, Keurig is also developing new plastic-free and aluminum-free capsules.
This autumn, Keurig plans to launch K-Rounds, disc-shaped capsules using a plant-based coating around ground coffee.
This innovation stems from a multi-year partnership with the Swiss coffee equipment brand Delica, whose plastic-free CoffeeB balls have gained traction in several European markets.
The Lavazza Tablì series is set for a full US launch in August.
A pre-sale bundle is available on the brand's website for $99.99, including a coffee machine, 60 assorted coffee discs, and a milk frother.
Baravalle said in May that consumer research is ongoing to finalize pricing strategy and understand what consumers are willing to pay for the new product.
He added that the company is observing the moves of industry leaders, who are also introducing sustainable products, but Lavazza will maintain its premium positioning and avoid a low-price strategy.
Comments