Dark roasted favourite - now also as instant coffee

In a short time, Kharisma has become a favourite among Swedish coffee lovers. The dark roasted coffee is now introduced as freeze-dried instant coffee as well. This new product will hit the stores by the end of February. It will also be available in Löfberg's web store by then.

- Kharisma is one of our most successful introductions ever and is previously available as fine-grind coffee, whole beans and capsules. It is great to be able to offer it as freeze-dried instant coffee as well, a segment that has grown for the last couple of years, says Leif Sjöblom, marketing manager at Löfbergs.

Intense aroma
Kharisma is a dark freeze-dried instant coffee full of flavour. It has an intense aroma, nutty notes and fresh fruit nuances. It consists of 100 percent Arabica beans from South American farms that are certified by the Rainforest Alliance. The instant coffee is sold in a practical, resealable zip lock bag.

- The Rainforest Alliance is a certification that contributes to conserving biodiversity and ensuring sustainable livelihoods for coffee farmers. We are already one of the world's largest importers of organic and Fairtrade certified coffee. By 2016, all Löfbergs-coffee will be certified, says Leif Sjöblom.

An increasing part of the coffee market
Instant coffee has become more popular in Sweden in the last years. In the retail trade, instant coffee has a value share of 13.6 % of the total coffee market (AC Nielsen, December 2013).

In Löfbergs's assortment of instant coffee, there is also Harmoni, a medium roasted coffee that is organic and Fairtrade labelled.

For more information:
Leif Sjöblom, Marketing Manager, Löfbergs, +46 (0) 54-14 01 42