One cup of Lavazza’s Classico ground coffee and you’ll know why it’s Italy’s favorite. The balanced roast time produces this coffee’s signature intense aroma of dried fruits and rich, full-bodied flavor. For more than 100 years, Lavazza has been providing Italian coffee to the world. In the early 1900’s, it was Luigi Lavazza who invented the concept of the “blend,” the art of mixing coffee from different origins to create a harmonious brew.