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Is it time up for K-Cup?

From the May 2013 issue.

Although many saw the expiry of the Keurig patents as Green Mountain Coffee Roasters’ potential demise, profitable sales figures are proof that brand loyalty is a powerful tool.

K-CupFew could have predicted that when Keurig’s K-Cup single-serve system was first launched in 1998, it would succeed to the extent that it has today.

Keurig Founder John Sylvan’s dream of providing efficient and flavourful coffee to his co-workers has birthed a product that is now featured in millions of offices and households across North America. Last Christmas alone, a total of 4.95 million Keurig branded brewers were sold over 13 weeks, while the sale of single-serve packs brought in over US$800 million for Green Mountain Coffee Roasters, Inc. (GMCR) for the period.

“It would have been difficult for anyone to truly predict the incredible popularity that the Keurig system currently enjoys within homes and workplaces,” GMCR’s VP of IR & Corporate Communications, Suzanne DuLong, tells Global Coffee Review. “Consumers seem to have an emotional connection to their brewers and many are extraordinarily passionate about the system.”

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