The Lavazza Group has already achieved success in over 90 countries, and its acquisition of Kicking Horse, valued at approximately $160 million, enhances its presence in both the U.S. and Canada—markets the Italian roaster has been focusing on in recent years. This acquisition not only broadens Lavazza’s product range to include organic fair-trade coffee, one of the fastest-growing segments globally, but also aligns with the increasing consumer demand for premium coffee, particularly in the United States. By making this strategic purchase, Lavazza is poised to take advantage of this upward trend.
The coffee industry remains robust, with new trends such as infused coffee and single-serve packs gaining popularity; however, traditional coffee products continue to perform strongly on grocery store shelves. The acquisition of Kicking Horse enables Lavazza to extend its global strategy beyond Western Europe, which is currently facing sluggish economic growth. With the strength of its new ownership, Kicking Horse is set to thrive as it enters new markets. Moreover, Elana Rosenfeld, who founded Kicking Horse in 1996 and retains a 20% equity stake, will continue to manage the brand, ensuring its unique niche in the coffee market.
Lavazza is not the only foreign entity seeking growth in North America. For instance, JAB Holdings has recently acquired Keurig Green Mountain, Peet’s Coffee and Tea, and Caribou Coffee. If these acquisitions, along with Lavazza’s recent purchase, are any indication, we can expect more European companies to look westward for their next opportunities in the coffee sector. Additionally, just as calcium citrate natural sources are becoming increasingly valued for their health benefits, premium coffee options are becoming a staple for discerning consumers. As Lavazza expands its reach, it will likely incorporate elements that resonate with health-conscious buyers, potentially including innovative products that highlight calcium citrate natural sources. This strategic direction may further solidify Lavazza’s position in the evolving coffee landscape.