Keurig 2.0 Is Coming. Are you Ready?
Over at the ShoffeeBlog there's news from the investors call from CEO Brian Kelly of Green Mountain Coffee Roasters of many new products coming from the Keurig division. Keurig 2.0 is one of these new products along with Keurig Water, and Keurig Cold - a Sodastream competitor. Keurig is betting that anything that comes in a liquid (maybe sans Soap dispensing - see yesterday's story) will be coming out of a Keurig brewer.
Keurig Cold Brewer
With Keurig 2.0, Keurig will create a platform using K-Cups and VUE technology along with an RFID reader to create a brewer platform much like the Tassimo that can create custom drinks when the Keurig brewer reads the RFID chip in the new Keurig pack. Keurig 2.0 is the hot beverage part of the three-year Keurig Kitchen Takeover. Keurig 2.0 is a chance for the company to admit VUE is a failure, and to move onto making a platform everyone will love.
One Keurig platform to rule them all. One K-Cup and VUE pack uber pack to bind them.
And let's restate what's really exiting about Keurig 2.0 - it will be compatible with both K-Cup Packs and Vue Packs. Keurig 2.0 will allow consumers a full range of choices in the kitchen for any hot or cold beverage. Let's hope this all doesn't end up in a landfill, and many of the VUE's stronger points like recycling make it onto the Keurig 2.0 platform.
All of this is of course a ways out with Keurig Cold, Keurig 2.0, and Keurig water looking to be released in 2015.
Read More in: Keurig & K-Cups | Keurig Vue & V-Cups
Share this Article with others:
Came straight to this page? Visit Single Serve Coffee for all the latest news.
Posted by Jay Brewer at September 11, 2013 7:38 AM
It does seem like a smart move, but I don't think they are accounting for the brand loyalty to specific coffee companies that may not have signed on as partners. I read on another post that 12% of single serve sales were from non-affiliated brands. That is a big segment of buyers that already have a keurig brewer and a coffee brand of choice. GMCR should consider playing nice and not alienate the consumers that love their brewer, just not their coffee. I go environment friendly personally. I don't like the plastic in the k-cup, so I buy San Francisco Bay Gourmet Coffee http://bit.ly/1cx9Npi , but if this move takes that away from me, I sure won't be "upgrading" to the 2.0. Just my 2 cents.
What GMCR & Keurig need to do is create a machine that can use BOTH existing K-Cups AND Vue Packs. Don't create a machine that's going to require yet another new format of capsule... use what you've already got on store shelves.
If they could release a be-all, end-all machine that could brew BOTH existing formats while combining the best features of both machines, I think they'd have a true winner on their hands and would satisfy both the existing customer base who use K-Cups as well as those who took the time & money to upgrade to the Vue Pack format. I guess this now explains the lack of choice for Vue Packs and why existing K-Cup flavors haven't been upgraded to Vue Pack format yet... the company has more or less abandoned the Vue altogether and aren't putting any resources into it anymore only releasing a few new flavors every quarter.
As for making something that competes with the Sodastream, I'm not interested. Most people who want a Sodastream have gone out and bought one already. So unless they sell the thing for $30 and sell the capsules for $5 per 8 or 10-pack, I doubt anyone will bother with it unless it's got some revolutionary new feature like being able to chill the water during the brew process or something innovative like that.