Green Mountain Coffee Roasters, Inc.'s Family of Brands and Single Cup Brewing Create Winning Combination in Grocery
WATERBURY, Vt.--(BUSINESS WIRE)--
Green Mountain Coffee Roasters, Inc. (GMCR) (NASDAQ: GMCR), a leader in
specialty coffee and coffee makers, continues to change the way America
brews coffee through its compelling proposition for grocery customers —
a winning combination of the strength of the single cup segment, and the
strength of the Keurig® brand and GMCR's family of coffee and
SINGLE CUP BREWING DRIVING COFFEE CATEGORY GROWTH
grocery channel, the single cup segment continues to be the primary
growth driver of the coffee category, as well as with the tea and hot
cocoa categories. Single cup coffee grew 85.3 percent over the same year
ago period, representing 12.8 percent of coffee category sales, while
the coffee category grew 3.4 percent, according to SymphonyIRI Group,
Inc. data (IRI) (Total U.S. Food Stores, latest 12 weeks ending June 10,
2012). The single cup sub-category, including all beverages, was the
second fastest growing sub-category overall in dollar sales within total
The single cup sub-category currently totals $158 million, up 105
percent over the same period last year, according to IRI (Total U.S.
Food Stores, latest 12 weeks ending June 10, 2012). Within this
category, Keurig Brewed® K-Cup® packs from GMCR's
portfolio of owned and licensed brands sold through the grocery channel
are the clear leader over other single cup beverage packs.
"As a leader in single cup, we are thrilled that consumers are driving
this growth for our grocery customers," said Don Barberio, Vice
President, In Home Sales for GMCR's Specialty Coffee business unit. "The
strength of our brands, combined with the overall convenience and value
proposition of the Keurig® single cup brewing system, allows
us to create a powerful offering for the grocery channel."
"We've worked with some of the most prominent brands in the world, and
we've never witnessed a growth path like GMCR's in our history," said
Chip O'Hare, Chairman & CEO of Johnson O'Hare, GMCR's grocery broker and
partner in the Northeast since 2007. "GMCR is a pioneer, and consumer
purchases reflect that convenience and quality win."
BRAND STRENGTH BUILDS POSITION AND DRIVES PURCHASES
continues to broaden distribution, increase shelf space, and gain
expanded position in the coffee category due to the strength of its
brands. According to IRI, 12-count Keurig Brewed® K-Cup®
packs from GMCR's owned and licensed brands sold through the grocery
channel achieved 94 percent ACV (all commodity volume) distribution
nationwide with an average of 21 items per store (Total U.S. Food
Stores, latest 12 weeks ending June 10, 2012). This is up from an 85
percent ACV and an average of 14 items per store selling for the same
period one year ago.
Green Mountain Coffee® is the leading coffee brand in K-Cup®
packs and continues to grow. Green Mountain Coffee® was
recently named the Coffee Brand of the Year in the 2012 Harris Poll
EquiTrend® Study, as well as the #2 packaged coffee brand in
the Brand Keys 2012 Customer Loyalty Engagement Index. This has earned
it a position as the #4 coffee brand in grocery dollar sales, according
to IRI (Total U.S. Food Stores, latest 12 weeks ending June 10, 2012).
"The interest among grocery customers in the Keurig® single
cup system and K-Cup® packs is a positive reflection of the
growth in the category, and the appeal of the system among consumers,"
said T.J. Whalen, VP of Marketing and Sales, GMCR's Specialty Coffee
business unit. "Research shows that brand strength is a primary driver
in purchasing decisions within the single cup segment (March 2011 Kantar
Retail Online Study). We believe our assortment of quality brands that
meet a wide range of consumer taste preferences at a variety of price
points gives us a competitive advantage in this category."
To support GMCR's brands and enhance consumer understanding of the
unique advantages of its brewers and beverages, GMCR introduced a Keurig
Brewed® campaign. The Keurig Brewed® logo,
displayed on all authorized product packaging, is the mark of genuine
Keurig® quality. It is a guarantee to the consumer that the
item endorsed will work effectively with Keurig® single cup
brewers and is the "genuine article," tested and subjected to Keurig's
high standards for taste, quality, and safety. The Keurig Brewed®
logo, combined with the K-Cup® and Vue® pack
trademarks, designate only those single cup beverage packs that are made
exclusively by, or under license from, GMCR. This helps consumers
distinguish the genuine quality of Keurig® K-Cup®
and Vue® pack products from non-licensed single cup products.
About Green Mountain Coffee Roasters, Inc.
a leader in specialty coffee and coffee makers, Green Mountain Coffee
Roasters, Inc. (GMCR) (NASDAQ:GMCR), is recognized for its award-winning
coffees, innovative Keurig® single cup brewing technology,
and socially responsible business practices. GMCR supports local and
global communities by offsetting 100% of its direct greenhouse gas
emissions, investing in sustainably-grown coffee, and donating at least
five percent of its pre-tax profits to social and environmental
projects. For more information, please visit us online at www.GMCR.com,
GMCR routinely posts information that may be of importance to investors
in the Investor Relations section of its website, including news
releases and its complete financial statements, as filed with the SEC.
The Company encourages investors to consult this section of its website
regularly for important information and news. Additionally, by
subscribing to the Company's automatic
email news release delivery, individuals can receive news directly
from GMCR as it is released.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50338816&lang=en
GMCR's Specialty Coffee business unit
Director of Public Relations
Suzanne DuLong, 802-488-2600
Investor Relations & Corp Comm
Source: Green Mountain Coffee Roasters, Inc.
News Provided by Acquire Media
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