Starbucks Coffee Co. and Green Mountain Coffee Roasters, Inc. announced the expansion of their strategic relationship for the manufacturing, marketing, distribution and sale of Starbucks-branded Vue™ packs for use in GMCR’s recently introduced Keurig® Vue™ Brewer.
“We are proud to expand our relationship with Green Mountain Coffee Roasters and are looking forward to working with our colleagues at GMCR to further accelerate growth in premium single-serve coffee,” said Jeff Hansberry, president, channel development for Starbucks in a prepared statement. “Premium single cup is the fastest-growing segment of global coffee, and the expansion of our relationship with GMCR allows us to grow further, faster, in the single cup category.”
Starbucks is the exclusive, licensed super-premium coffee brand produced by GMCR for the Keurig K-Cup® single cup brewing system and now, with the expanded relationship, the new Vue™ system. According to the terms of the agreement, Keurig® is the exclusive low-pressure (30 psi or under), single cup brewing system of its kind offering fresh-brewed Starbucks® coffee and Tazo® tea. Starbucks and GMCR expect GMCR to distribute Starbucks Vue™ packs initially in specialty, department store, and mass retailers in the U.S. as well as on GMCR’s consumer direct websites by fall 2012.
“The success of our Keurig® single cup brewing system has been driven by choice – choice of coffee brands and beverage varieties, and choice of brewer features and models. With the introduction of Vue™ we’ve expanded that choice even further, giving consumers a brewer with features and functionality they’ve told us they value most,” said Lawrence J. Blanford, GMCR president and CEO. “We believe the customization offered by Vue™ and its appeal as a premium beverage solution will resonate with loyal Starbucks consumers, and we’re pleased to have Starbucks® coffee as a brand option in the system as we move forward.”