Green Mountain Coffee Roasters, Inc. (GMCR) announced it has changed its company name to Keurig Green Mountain, Inc. (Keurig) effective immediately. Shareholders approved the new name at the company's annual shareholder meeting. The company will retain its ticker symbol of "GMCR" on the NASDAQ stock exchange.
"Our new name better reflects who we are as a company and captures our aspirations for the future," said Brian Kelley, Keurig Green Mountain's president and CEO in a prepared statement. "The name Keurig Green Mountain brings together our two strongest brands, Keurig and Green Mountain Coffee, into one single and powerful corporate identity that symbolizes the strength of our business and the unity of our team, while also recognizing our strong heritage."
The company's Canadian subsidiary, formerly GMCR Canada Holding, Inc., also becomes Keurig Canada Inc. effective immediately. The company's consumer facing brands, including Keurig® and Green Mountain Coffee® among others, will not change and consumers will continue to be able to purchase the brands they know and love on shelf and online.
The new visual identity, like the new name, draws from elements of the company's former corporate visual identity and its Keurig® brand identity.