Löfbergs is really widening its assortment of capsules. Shortly, the family business from Karlstad will be first in Sweden with Fairtrade certfied coffee capsules. At the same time, three capsules with chocolate flavours are launched in cooperation with Cloetta. Those who drink tea will also get their fill as Löfbergs starts selling Kobbs tea in capsules.
The interest for capsule brewing is increasing, and they will probably be a popular Christmas gift this year. So, it feels great to tell that we are presenting many exciting news shortly, says Björn Norén, sales manager for coffee capsules at Löfbergs.
Löfbergs capsules are used in the capsule brewer C3 from Italian Caffitaly that is used at home as well as in offices and at smaller cafés. In the Swedish market, the number of machines from Caffitaly is soon 40.000. Increased demand and better distribution The demand for capsules is making steady progress and next year, Löfbergs is estimating to triple its sales of capsules. To meet the increased demand, Löfbergs is launching about ten new capsules for espresso, fine-grind coffee, chocolate and tea in 2012.
As the assortment and the volumes are growing, the interest for selling the capsules is greater, especially in food-retailing. It makes it easier for the consumers to buy their capsules, says Björn Norén. Fairtrade certified capsules Today, there are no Fairtrade certified coffee capsules on the Swedish market. That will change as Löfbergs is launching the espresso Bright Green and the fine-grind coffee White Rainbow.
The capsules will also be completely free from aluminium. That Löfbergs will be first with Fairtrade certified capsules is no coincidence. Within five years, all coffee that Löfbergs Lila sells will be certified. Center and Plopp in the capsule brewer The chocolate capsules came about through cooperation with Cloetta and will be available in three flavours: Cloetta original, Center and Plopp. The flavours were tested with help from focus groups where they got top ratings.
Löfbergs is one of the largest family-owned coffee roasters in the Nordic countries. The company has 300 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. The company was founded in 1906 and is today one of the world's largest importers of ecological and Fairtrade labelled coffee. Löfbergs also owns the tea brand Kobbs.