Northern, WI 6/11/12 (StreetBeat) -- Green Mountain Coffee Roasters (Nasdaq:GMCR) rose at the opening bell Monday, but shares quickly fell and were recently down 1.8%. Reports that the company may gain new outlets for its K-cups may have been overshadowed by concerns about competition.Kroger (NYSE:KR) told Reuters on Friday that it will soon begin offering K-Cups in its stores. This is a big week for Green Mountain; Starbucks (Nasdaq:SBUX) is also set to sell K-Cups in its stores starting on Tuesday.
The more outlets where K-Cups are sold, the more it could ease investor concerns that Green Mountain can’t seem to get rid of its inventory, or gauge demand for its products.
That said, Reuters also reported that Kroger is open to selling single-serve coffee packets for other coffee-makers, not just the Keurig. If another company can produce a popular single-serve coffee maker, it could seriously erode Green Mountain’s current lead in the category.
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