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After 64 years of roasting coffee in Australia, we are proud to announce the launch of our first ever instant coffee. Made with our famous 100% Arabica blends, the freeze-dried instant range captures the richness and balance of a traditionally prepared Vittoria Coffee in the convenience of an instant.

In the early days of our company’s history, one of our greatest challenges was convincing Australians to drink espresso coffee. Throughout the 80’s, our CEO Les Schirato would spend weekends in the supermarket conducting demonstrations for traditional tea and instant coffee drinkers, showing them how to prepare pure coffee in a plunger and how to make an espresso using a caffettiera.

At this time, sales of pure coffee in supermarkets were tiny compared to instant coffee. Today, that’s no longer the case with the pure coffee market worth close to $400m. Over the years, we saw our customers becoming increasingly time-poor which lead to the the development of new, easier coffee experiences.

Available at Woolworths in four 100g jars - Original Classic, Italian, Latte and Mountain Grown.

Which coffee is for you?

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