Venditalia Pavilion 4 Stand A 15 C16 PRESS KIT

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1 Venditalia 2012 Pavilion 4 Stand A 15 C16 PRESS KIT Lavazza presents an exclusive preview of Firma, the new office system: the perfect Italian style espresso. Lavazza Vending at Venditalia 2012 Other novelties presented at Venditalia: - PLUS system (EP Plus and LB Plus) - BLUE Canto Double Cup - BLUE for Food Service (LB 4700, LB 5700 and LB 4801 Concept in collaboration with Wega) LAVAZZA PRESENTS FIRMA, THE NEW CAPSULE SYSTEM DESIGNED ESPECIALLY FOR OFFICES. THE PERFECT ITALIAN STYLE ESPRESSO

2 An exclusive preview of an innovative coffee system at Venditalia 2012: patented technology and a consumer-oriented approach in a system that brings top quality Italian-style espresso into the office. Milan, 9 May 2012 The new capsule system Firma has made its entrance into the world of coffee breaks, bringing all the quality of Lavazza's authentic Italian espresso into the office. Design, Efficiency, Elegance, Quality, Modernity and Tradition: these are the qualities that underline the value of Lavazza's new system. Firma is part of a tradition born more than 20 years ago, back in 1989 with the Espresso Point capsule system, which was later accompanied by Lavazza BLUE, a system that expanded the range to include automatic table-top and free-standing machines and which brought Italy's favourite coffee into every possible space, from offices through to railway stations. With Firma, the Turin-based company continues to introduce novelties marked by quality, innovation and design. - quality, guaranteed by a leading Italian company, active in the coffee industry for more than 115 years and which introduced the whole world to the excellence of real Italian espresso; - innovation, thanks to the patented technology developed by Lavazza's R&D centre, now used in the office sector for the first time: the coffee in the Firma capsule is dosed and tamped just like a barista would do. The pressure inside the capsule is lower than the external pressure; - design, thanks to the eye-catching style developed in partnership with Pininfarina, who have given their unmistakable stamp to the design of Lavazza's new Firma machines: a striking yet sinuous design to enhance a top quality Italian product. Lavazza Firma machines are made entirely in Italy. Two models are available: - LF 1100, the smaller, compact machine of the new series with pre-set or manual dispensing, a steam spout for frothing and heating milk, and a double grid compatible with small or large cups; - LF 2600 PLUS, with two canisters for soluble products (milk and chocolate), offering a wide range of dispensable beverages with an easy-to-use, intuitive interface featuring 8 selections and a backlit display. The LF 1100 and the LF 2600 PLUS also have a chip card which can not only be used as a decounter, but is also an easy and quick way to set the doses for each drink. The range of Firma espressos is rich and varied, to suit all tastes and guarantee the very best in real Italian espresso:

3 Espresso CORPOSO the Firma for those who like to feel important. A rich, rounded blend with an enveloping, full-bodied flavour and chocolatey notes. Espresso AROMATICO the Firma for those who like to be different. Velvety and aromatic, this premium 100% Arabica blend has a distinctive flavour with an unparalleled aftertaste. Espresso FORTE the Firma for those who like to make their mark. A very full-bodied blend, intense and strong, with a thick crema and an aftertaste of caramel. Espresso DECAFFEINATO the Firma for those who like a quiet life. A 100% Arabica blend that lets you indulge in the mellow, velvety flavour of decaffeinated coffee with a chocolatey aftertaste, at any time of day. And for those who would like to try something other than coffee from time to time, Firma offers a series of complementary products that includes lemon tea, coffee with ginseng, and barley beverage. Firma is thus an expression of Lavazza s commitment to the consumer, who is the real focus of the coffee experience even when it comes to the Vending sector. This explains why Lavazza has not only concentrated on the substance of the new system, but also on its form: the machines have an eye-catching design, capsule cases have been designed for the user's convenience, and extensive information about the product and dispensing methods can be found on the pack. The result of Firma is perfection: an espresso by Lavazza, Italy s favourite coffee. ALSO THE IDEAL SYSTEM FOR THE TRADE MARKET Well-designed success Lavazza Firma met with great success even before the launch: the machine's design and the packs were tested with target customers, i.e., the purchasing managers of small and medium-sized offices. The machines were rated as being modern, innovative, solid, compact and elegant with well-proportioned, attractive lines. The capsule packs were appreciated for their impact and originality, achieving the perfect balance between the family dimension and the professional world, enhancing the relational aspect of the coffee break. Improved product management and optimised transport and logistics costs The capsule packs are not only attractive to look at, they are also practical: smaller in size (48 espresso capsules, 24 for the complementary products and decaffeinated coffee), they optimise stock management so that the products are always fresh, even in offices with low consumption.

4 The packs are also innovative when it comes to logistics: the capsules alternate inside the packs, which reduces the volume by about 30%, thus optimising transport and storage requirements. LAVAZZA VENDING AT VENDITALIA 2012 Lavazza has always been there amidst the coffee breaks of coffee lovers, with products of excellent quality and a wide range to meet the requirements of even the most demanding consumer. Lavazza has worked in the vending sector for over 20 years and has decisively contributed to developing the OCS (Office Coffee Service) segment through the Espresso Point capsule system, launched on the market in To consolidate its leadership of the sector day by day, Lavazza responds quickly to changes in the market thanks to its increased collaboration with management companies, a dedicated sales force and marketing team, and more than 50 Training Centers in five continents, offering training courses for coffee industry professionals. The Turin-based company has never ceased to produce a steady stream of high quality, innovation and design. Thanks to its capsule systems Espresso Point and BLUE, it is possible to enjoy a perfect espresso any time, any place. In line with our strategy, which is based on espresso, the Away-From-Home market and international expansion, we want to consolidate our leadership in the Italian espresso market, and underline the fundamental value of the vending channel for the world of coffee and for Lavazza, declared Lavazza's Sales Director, Giampaolo Arpe. In this sector, we are continually experimenting and are also very attentive to the requests we receive from the market, responding quickly with the introduction and development of new products to suit the consumer, who is without a doubt the person at the centre of the espresso experience. Lavazza will have a stand of 330 sq m at Venditalia 2012, staffed by more than 50 members of its Away-From-Home team, who will be at the complete disposal of visitors to the trade fair. Apart from the complete Espresso Point and Blue ranges, there will also be an exclusive preview of the new Lavazza Firma capsule system, an incredible new product that adds even more innovation and quality to the already extensive range of Lavazza products and machines. Lavazza's new Firma system adds to the two existing systems, Espresso Point and Lavazza BLUE, which are still making history when it comes to office coffee breaks: Espresso Point offers a complete range of espresso machines, from the smallest allmanual model to the hi-tech programmable electronic versions. All the machines are

5 extremely simple to use, totally reliable and compact, making them ideal for any environment. All the flavour of Lavazza quality espresso and the guarantee of a perfect coffee every time, thanks to the pre-dosed capsules, packaged in a protected atmosphere to preserve all the freshness and aroma of the best Lavazza blends, and the machines designed specifically to deliver optimum quality and ease of use. Lavazza BLUE is an exclusive capsule system that lets you enjoy an excellent, creamy espresso with an incredible aroma any time, anywhere, with all the power and value of Lavazza, Italy s favourite coffee. Lavazza BLUE single-serving capsules, made from a wide selection of excellent Lavazza blends, are ready to satisfy all tastes. Whether you prefer a richer, more intense espresso or a mellow, decaffeinated variety, a perfect, authentic Italian-style espresso, a delicious cappuccino or milder American-style coffee. Thanks to Lavazza BLUE single-serving, self-protecting capsules, available also for vending machines, it is possible to enjoy an excellent espresso at home, at work, in small or medium-sized spaces and even in large environments, such as train or subway stations. OTHER NOVELTIES PRESENTED AT VENDITALIA Always careful to heed the new demands of consumers, Lavazza will be presenting several new innovative models from its Espresso Point and BLUE systems MILK-BASED DRINKS NOW AVAILABLE FOR OFFICES, WITH EP PLUS and LB PLUS New from Lavazza are the PLUS machines designed for Espresso Point and BLUE so offices and other small businesses can now enjoy the authentic flavour of Italian espresso in milk-based beverages, thanks to a varied range of easy to prepare drinks. Thanks to these innovative machines with hoppers for soluble beverages, Lavazza can transform your office into a mini-bar, with the guarantee of a perfect espresso every time and the opportunity to enjoy cappuccino or latte macchiato at the touch of a button. The range also includes teas, infusions and hot chocolate: a huge variety of products with a compact, elegantly-designed machine. With the digital-display keypad, selecting your favourite drink is easy and quick. The drinks can be dispensed in small or large cups thanks to the double cup-support rack, which allows you to choose the best cup for the drink you have selected. EP PLUS and LB PLUS also have a wide access door to facilitate machine maintenance and make it easy to refill the capsule component and hopper. With the built-in chip card reader, it is also possible to set the doses for each drink automatically.

6 LAVAZZA BLUE CANTO DOUBLE CUP : TAKING THE PERFECT ITALIAN ESPRESSO TO A NEW LEVEL This innovative Vending machine will make it possible to differentiate the offer by proposing both traditional coffee in beans and the BLUE capsules. The double cup option, a true innovation for the Vending sector, allows you to enjoy the classic espresso in its special cup, which enhances the flavour and experience of this typical Italian beverage. Canto Double Cup is also ideal for large companies and organisations, even in high-traffic spaces open to the public. LAVAZZA BLUE SYSTEM FOR FOOD SERVICE In recent years, Lavazza has also introduced the BLUE system for the Food Service segment, with excellent results. Thanks to the new LB machines, making espresso is now even easier, and the in-cup yield is always excellent, even where the machine does not always have the same dispensing frequency. At Venditalia, Lavazza will be presenting not only a LB 4700 restyling but also the LB 5700, an espresso machine with an automatic capsule insertion and removal feature, extremely practical in self-service environments where a high level of automation and ease of use is required. There will also be a preview of the LB 4801 Concept, an energy-efficient electronic machine with independent boilers and circuits. It has an elegant, contemporary design with a technological core that guarantees high performance and low energy consumption.