Foto Lavazza
Betting on a new format
The main feature of the new product is the rejection of traditional capsules. Instead, pressed coffee tablets consisting exclusively of ground coffee are used, CNBC writes. They do not contain plastic coating, binding components or gelatin and can only be used in branded coffee machines Tablì. The system enters the U.S. market with five beverage options: espresso, double espresso, decaf espresso, Super Crema and lungo.
Lavazza’s bet is not only on coffee quality, but also on sustainability. Over the years, the coffee capsule market has been criticized due to the amount of waste, opening up opportunities for alternative solutions. The company expects the coffee tablet format to appeal to consumers who are looking for more environmentally friendly ways to prepare their beverage.
According to the company’s CEO Antonio Baravalle, the creation of the technology required five years of development, the registration of more than 15 patents and the construction of a new production facility in Gattinara, Italy. The project became possible after Lavazza acquired the startup Caffemotive in 2020.
Tablì’s entry into the US market reflects the growing importance of the US to the company’s business. In 2025, Lavazza’s turnover in North America increased by 26.9%, and the management expects to increase sales in the U.S. to 1 billion euros (about $1.15 billion) in the long term.
“We are actively investing in the U.S. market and see it as one of the key markets for the company’s future growth,” Baravalle said.
Founded more than 130 years ago, Lavazza remains a family business. According to its latest annual report, the company posted a net profit of 92 million euros on revenue of 3.9 billion euros in 2025.
Competing with market leaders
So far, the scale of Lavazza’s business in the U.S. is far behind the market leaders. Through the Target and Walmart chains, the company sells more than $100 million worth of products annually. By comparison, Keurig’s coffee division in the U.S. generated revenue of $3.99 billion in 2025. According to Euromonitor International, Keurig controls about half of the U.S. market for freshly ground coffee, while Nespresso’s share is about 7%.
At the same time, the company does not expect to compete directly with the market leaders. Moreover, Lavazza already cooperates with Keurig, supplying coffee in K-Cup format.
The environmental agenda remains an important competitive factor. In 2024, the SEC fined Keurig $1.5 million for making misleading claims about the recyclability of coffee capsules. The company settled the claims without admitting guilt.
Competitors are also working on new solutions. In the fall, Keurig plans to bring to market the K-Rounds system – plant-coated coffee pucks without the use of plastic or aluminum.
Tablì is scheduled to officially launch in the U.S. in August. A $99.99 kit is already open for pre-order on Lavazza’s website, which includes a coffee machine, 60 coffee pellets of various varieties and a milk frother. The company is still forming the final pricing strategy for the U.S. market based on consumer demand research.
The extent to which consumers are willing to pay for the new format of coffee without capsules will become clear after the August launch of Tablì in the U.S., a market where Keurig currently controls about half of the portioned coffee segment.
