Northern, WI 3/21/12 (StreetBeat) -- Starbucks (NASDAQ:SBUX) and Green Mountain Coffee Roasters (NASDAQ:GMCR) announced Wednesday they are expanding their partnership to produce and sell Starbucks’ Vue coffee packs for use in Green Mountain’s Keurig Vue single-cup coffee makers, easing concern that Starbucks’ new single-cup Verisimo coffee machine might be a competitive threat to Keurig, the current industry leader.Green Mountain announced its new Keurig Vue machine last month, saying it would brew stronger, larger, and hotter beverages. “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,” President and CEO Lawrence Blanford said in a statement.
Jeff Hansberry, Starbucks’ president of channel development, said, “Premium single cup is the fastest-growing segment of global coffee, and the expansion of our relationship with Green Mountain allows us to grow further, faster, in the single cup category.”
Starbucks will not only provide Vue packs for Green Mountain’s new Keurig brewer, but will remain the exclusive licensed coffee brand for the Keurig K-Cup machine, at least for now.
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