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Magnificent news from Löfbergs Lila

Press Release   •   Aug 20, 2012 07:38 GMT

Slightly dark roasted coffee is getting more and more popular in Sweden. Löfbergs Lila is now broadening its assortment and launches Magnifika, a full-bodied and characteristic novelty. Magnifika will be sold as both fine-grind coffee and as whole beans. The coffee can be found in stores as from the beginning of September. 

- Magnifika is timely and has very good chances of becoming a real best-seller, says Leif Sjöblom, marketing manager at Löfbergs Lila.

Löfbergs Lila is making great investments in the marketing of Magnifika. At the same time, the design of the complete coffee assortment is renewed.

A versatile coffee
Magnifika is a full-bodied, slightly dark roasted coffee with cacao notes and a subtle scent of vanilla. The selected beans come from South and Central America, East Africa and South East Asia. 

- The coffee is versatile and goes together with both food and pastries. I think that the special character of Magnifika makes it especially tasty together with a piece of chocolate, says Leif Sjöblom.

Got help from friends on Facebook
The name of the new coffee comes from a contest on Löfbergs Lila's Facebook page. The winning contribution was sent in by Bernt Karlsson from Vejebystrand, one of the company's more than 22,000 friends on Facebook.

- We got many good suggestions at the same time as people started talking and asking about the coffee - before it is even available in stores, says Leif Sjöblom.

Magnifika is certified by the Rainforest Alliance. Rainforest Alliance is an independent organization that works to conserve biodiversity and ensure sustainable livelihoods for coffee farmers. In 2016, all coffee that Löfbergs Lila sell will be certified.

For more information:
Leif Sjöblom, Marketing Manager, Löfbergs Lila: +46 (0) 54-14 01 42

Löfbergs Lila is one of the largest family-owned coffee roasters in the Nordic countries. The company has 280 employees and a turnover of SEK 1.5 billion. The head office is situated in Karlstad, Sweden and the company has its own roasting-houses in Sweden, Norway, Denmark and Latvia. Löfbergs Lila was founded in 1906 and is today one of the world's largest importers of ecological and Fairtrade labelled coffee. Löfbergs Lila also owns the tea brand Kobbs.

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