Green Mountain Coffee's new Vue

Green Mountain Coffee Roasters has unveiled a new brewing system to build on the popularity of its K-cup brewing system, which may face competition after two key patents expire in September.

Company executive says the new Vue machine is aiming to take advantage of a more affluent demographic rather than combat worries about rivals.

"We're not trying to take existing customers and switch them from K-cup system to a new system," Green Mountain CEO Larry Blanford told CNNMoney in an interview following a media presentation of the new machine. "Our intent is to broaden choice and broaden availability."

The Vue will sell for $249, when it debuts on Bed Bath and Beyond's (BBBY, Fortune 500) store shelves in a few weeks. Refill cups will cost about 11% more than Green Mountain's K-cups.

Read Full Article from CNN

- Posted: 2012-02-16 14:42:53

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