Lavazza mentioned its Tablì tabs are made from 100% espresso, with none gelatin, coating or binders.
Supply: Lavazza
Lavazza is bringing its espresso tablets to the U.S., aiming to loosen Keurig Dr Pepper’s grip on the single-serve espresso class.
The Italian espresso large unveiled Tablì final yr and launched the brand new brewing system first in Italy. The tablets, made from compressed floor espresso and not using a coating, binder or gelatin, can solely be used with a Tablì espresso machine made by Lavazza. Every pill is marked with the phrases “100% espresso. At launch, the tabs will are available 5 varieties: espresso, double espresso, decaf espresso, tremendous crema and lungo, or a “lengthy shot” espresso brewed with extra water.
“The outcome that we have been in a position to obtain was by means of a really difficult industrial course of so as to have the ability to have [the coffee tablet] very compact, to have the ability to ship it with out destroying it, to have it in a position to work in a espresso machine,” Lavazza CEO Antonio Baravalle instructed CNBC.
Tablì is the results of Lavazza’s acquisition of the Italian startup Caffemotive in 2020. The brand new system took 5 years of growth, greater than 15 patents and a brand new manufacturing facility in Gattinara, Italy, to convey it to market.
Its launch within the U.S. comes because the nation turns into an more and more necessary a part of Lavazza’s enterprise. In 2025, the corporate’s North American turnover — or income — jumped 26.9%, in response to Lavazza.
“We’re strongly investing within the USA as a result of we expect it is a crucial area for us,” Baravalle mentioned, including that Lavazza goals to ultimately have a €1 billion ($1.15 billion) enterprise within the U.S.
“The model is rising, when it comes to fairness, extraordinarily properly,” Baravalle mentioned. “We have spent some huge cash, for us, within the final two years, and we’ll do this for the following 5 years.”
Greater than 130 years after its founding, the Lavazza household nonetheless privately owns the Italian firm. In 2025, it reported web revenue of €92 million on web revenues of €3.9 billion, in response to Lavazza’s newest annual report.
Within the U.S., it generates greater than $100 million in annual greenback gross sales by means of retailers like Goal and Walmart. For context, Keurig reported annual web gross sales of $3.99 billion for its U.S. espresso phase in 2025.
Nearly all of Keurig’s espresso income comes from its Okay-cups. Within the U.S., Keurig has dominated the single-serve espresso marketplace for greater than a decade, though Nestle’s Nespresso has gained over clients in recent times. Keurig holds about half of the entire U.S. market share for contemporary floor espresso pods, in response to information from Euromonitor Worldwide. Nespresso holds a roughly 7% share.
In fact, Lavazza sells Okay-cup pods within the U.S. by means of a partnership with Keurig.
Baravalle mentioned he doesn’t count on to beat Keurig or Nespresso.
“For us, it is necessary to seek out our personal area, however we’re speaking about two giants, and one among them, now we have an necessary contract with that we’re very completely happy [with],” he mentioned.
A sustainability play
Lavazza is betting that sustainability continues to be a prime consideration for a lot of espresso drinkers, though Baravalle mentioned that may differ throughout nations.
For years, Keurig’s pods have been dogged by questions on waste, leaving a gap for a competitor with a extra environmentally-friendly product. The corporate beforehand claimed that 100% of its Okay-cups have been recyclable for the reason that finish of 2020.
In 2024, the Securities and Trade Fee charged the beverage large with making deceptive statements over the recyclability of its pods. Keurig agreed to pay $1.5 million in penalties with out admitting or denying the SEC’s findings. The corporate’s web site now reads, “Examine domestically, not recycled in lots of communities.”
Nespresso’s aluminum pods are extra simply recycled by means of the model’s free mail-back service.
As Lavazza launches a possible competitor, Keurig has its personal plans for plastic- and aluminum-free espresso pods. This fall, the corporate plans to launch Okay-Rounds, which makes use of a plant-based coating to protect the bottom espresso contained in the puck-shaped pod. The innovation is due to a multi-year partnership with Delica Switzerland, the maker of the CoffeeB system, which makes use of plastic-free espresso balls which have gained traction in elements of Europe.
Lavazza will formally launch Tablì within the U.S. in August. A $99.99 bundle that features the machine, a 60-count selection pack of tabs and a milk frother is offered now to pre-order on the corporate’s web site.
In Could, Baravalle mentioned the corporate was nonetheless figuring out its pricing technique because it carried out shopper analysis to know how a lot espresso drinkers have been prepared to pay.
“We’re additionally ready to see how some massive, large opponents will transfer within the business, attempting to supply one thing related,” Baravalle mentioned. “However, for positive, Lavazza has premium positioning, and we’re not going to do one thing totally different from that.”
