The origins of KIMBO: Naples, the birthplace of Italian coffee
The KIMBO brand has its roots in the Neapolitan coffee tradition, renowned worldwide for its intensity, aroma and ritual. Founded in Naples during the decade of 1960, the company grew out of the passion of the Rubino brothers, who ran a neighbourhood pastry shop. Their expertise in artisan coffee roasting, initially for their own use and their local customers, quickly generated such enthusiasm that they decided to expand.
Their carefully roasted coffee, characterised by a typically Neapolitan dark roast, stood out for its full-bodied taste, thick crema and aromatic intensity. The idea of marketing this coffee then took shape, laying the foundations for an ambitious industrial venture.
The birth of the KIMBO brand
In 1963, the Rubino brothers officially founded Cafè do Brasil S.p.A., the company that would produce KIMBO coffee. The brand name was chosen both to evoke the exotic appeal of Brazil, one of the world’s largest coffee producers, and for its short sound, easy to remember and pronounce even internationally.
KIMBO Neapolitan coffee was an almost immediate success in southern Italy, thanks in particular to the consistent quality of its products, the use of carefully selected beans and a roasting technique that respected tradition while adapting it to industrial requirements.
National growth during the decades of 1970 and 1980
During the decade of 1970, KIMBO embarked on a strategy to capture the Italian market. The company established a modern production facility in Melito di Napoli, capable of meeting growing demand. The arrival of television in Italian homes enabled KIMBO to raise its profile through memorable advertising campaigns that associated the brand with sociability, tradition and quality.
During the decade of 1980, KIMBO became one of the leading players in the Italian coffee market, particularly in the ground coffee and coffee beans sector for home use, but also through bars and professional coffee shops, pillars of Italian culture.
KIMBO and the brand’s international expansion
Building on its dominant position in southern Italy, KIMBO then began expanding internationally. During the decades of 1990 and 2000, the brand started exporting to Europe, the United States, Canada, Australia and the Middle East. It focused on two factors: foreign consumers’ growing interest in the Italian lifestyle (the ‘dolce vita’) and the prestige of Italian espresso coffee.
KIMBO developed specific ranges tailored to the tastes of individual markets while retaining its strong Neapolitan identity. The company also invested in training baristas internationally to promote Italian-style coffee culture.
Innovation and a broader product range
KIMBO has adapted to changes in the coffee market, particularly the rise of pods and capsules during the decade of 2000. The brand then launched its own systems compatible with Nespresso®, Dolce Gusto® and ESE machines, while retaining its traditional ranges of coffee beans, ground coffee and instant coffee.
Innovation is not limited to products: KIMBO invests in roasting and packaging technologies to guarantee freshness and consistent aromas. It also focuses on sustainable development by selecting responsibly sourced coffees and committing to more environmentally friendly production practices.
The role of marketing in brand image
KIMBO’s success also rests on carefully crafted communications. The brand has long highlighted its Neapolitan roots as a mark of authenticity. It draws on the sensory richness of the coffee experience: the sight of the crema, the intense aroma and the strong, enveloping taste.
Iconic advertising campaigns on television and in the press have helped make KIMBO a trusted, approachable brand, while celebrating a warm and expressive Italian way of life.
KIMBO in the professional sector
KIMBO does not cater solely to individual consumers: it is also a major supplier to the HoReCa sector (hotels, restaurants and cafés). With a tailored professional offering (machines, training and services), the brand is present in many establishments across Europe and beyond.
It offers blends specially developed for bars, with consistent quality and strong commercial support for its partners. KIMBO also trains professionals in the art of coffee-making through training centres or online modules, further strengthening its standing in the barista community.
Ethical and sustainability commitments
Like many businesses in the coffee industry during the years 2010–2020, KIMBO recognised the need to commit to a more sustainable approach. The brand has entered into several partnerships with certified producers (Rainforest Alliance, UTZ, etc.) and favours transparent supply chains.
It also strives to reduce its carbon footprint by modernising its production equipment, optimising its packaging and investing in more sustainable farming practices on plantations. These commitments are increasingly highlighted in its communications with consumers.
Current positioning and public perception
Today, KIMBO positions itself as an accessible premium brand, highlighting its authenticity, local roots and ability to offer a quality coffee experience both at home and in cafés.
In an increasingly competitive market where artisan businesses, large multinationals and own-label brands coexist, KIMBO stands out thanks to its strong regional roots, brand recognition in Italy and comprehensive product range.
Today, the KIMBO name remains closely associated with Neapolitan coffee culture and a particular vision of tradition and the simple pleasure of an espresso.
In summary: a brand combining tradition and modernity
The history of KIMBO is a story of successful transformation: from a family workshop in Naples to an internationally recognised coffee brand. It has retained the spirit of its origins while adapting to major changes in the global market.
Thanks to its commitment to tradition, openness to innovation and service ethos, KIMBO remains a leading name for lovers of Italian coffee. Today, it embodies a balance between a strong heritage and a forward-looking approach.
You may also like: Coffee and the Enlightenment
