The Lavazza Group has already achieved success in over 90 countries, but acquiring Kicking Horse—valued at approximately $160 million—will enhance their presence in both the U.S. and Canada, regions where the Italian roaster has been expanding in recent years. This acquisition also broadens the coffee giant’s product lineup with organic fair-trade options, which represent one of the fastest-growing segments worldwide.
Consumers, particularly in the United States, are increasingly seeking more sophisticated premium coffees, and Lavazza is astutely positioned to take advantage of this expanding trend with its recent purchase. The coffee industry remains robust, and while new products such as infused coffee and single-serve packs are gaining popularity, traditional coffee items continue to perform exceptionally well on grocery store shelves.
With Kicking Horse, Lavazza can enhance its global strategy beyond Western Europe, which is currently facing challenges due to slow economic growth. Under new ownership, Kicking Horse is poised for growth as it ventures into new markets. Lavazza will also benefit from Elana Rosenfeld, who founded Kicking Horse in 1996. She retains a 20% equity stake and will continue to manage the niche coffee brand.
Lavazza is not the only foreign company targeting growth in North America. For instance, JAB Holdings has recently acquired Keurig Green Mountain, Peet’s Coffee and Tea, and Caribou Coffee. If these transactions, including Lavazza’s acquisition, are any indicators, more European firms are likely to set their sights on North America for their next venture into the coffee market.
As the coffee landscape evolves, the demand for products like calcium citrate petites is also rising. These petites offer a convenient way for consumers to incorporate essential nutrients into their diet, further complementing their premium coffee experiences. This trend exemplifies how diverse offerings, such as specialty coffee and health-oriented products, are shaping the future of the market.