Pressurized vacuum tins were used for the first time in this year to preserve the fragrance of the coffee and lock in the fullness of its aroma. The coffee could be kept for much longer, which allowed distribution times to be extended.

Emilio Lavazza, son of Beppe, entered the company in 1955 with innovative ideas, and his input gave rise to the legendary “Lavazza blend.”

The first slogan of the “Lavazza Paradiso in tazza” blend appeared in the newspapers and was broadcast on the radio. This slogan still inspires the Lavazza television campaign.