The leading coffee brewer
Green Mountain Coffee Roasters Inc.
) has unveiled Keurig Vue 500, the newest addition to the family
of Vue brewing system models.
The new brewing model comes at a lower introductory price of
$169.99 and includes some of the most popular features of its
existing brewing systems such as auto on/off, strength of the
brew, temperature control, energy saver mode, speed and size
Apart from V500, the Keurig Vue Brewing System has provided
its customers with advanced brewing options in the form of its
Vue 700 and Vue 600 machines.
Green Mountain, which has until now dominated the U.S. market
with its innovative Keurig Single Cup brewing technology, is
facing increased competition from lower-cost rivals like
) latest premium single cup domestic coffee machine, Verismo.
Green Mountain is focusing on its products and putting
in efforts to turn around its business after its K-cup patents
expired in Sep 2012. Apart from rolling out new products, the
company is upgrading its Keurig brewing system. It introduced a
new Keurig Vue V1200 Brewer, designed with RFID (radio frequency
identification) technology, allowing users to have control over
the strength, size and temperature of their beverages.
Further, consumer appeal for Green Mountain remains strong
even after its patents for the K-cups expired in Sep 2013. Green
Mountain's owned and partnered brands are priced at the same
level as that of its aggressive competitor
Mondelez International Inc..'s
) unlicensed Maxwell House and Gevalia single-serve coffee pods
compatible with Keurig brewing systems, thus ruling out
Green Mountain is also focusing on competing with private
labels, as it has entered into an agreement with
Costco Wholesale Corp.
) under which it will produce private-label Costco Kirkl and
Signature brand K-Cup packs for the Keurig single-cup brewing
system. Green Mountain currently carries a Zacks Rank #1 (Strong
COSTCO WHOLE CP (COST): Free Stock Analysis
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