Peet's Coffee & Tea Joining Keurig Licensed K-Cups
Keurig Green Mountain and Peet's Coffee & Tea Announce have announced a multi-year manufacturing and distribution agreement for Peet's-branded packs for the Keurig brewing system. The companies plan to launch a selection of Keurig licensed Peet's coffee and tea varieties in K-Cup packs for Keurig K-Cup brewers produced by Keurig by the end of the summer. Peet's will continue to hand roast the beans for its Peet's K-Cup packs at its LEED-Gold certified roasting facility in Alameda, Calif. and the roasted beans will be transported to Keurig for grinding and packaging in K-Cup packs.
Peet's entered the single-cup format just seven months ago and is now available in over 12,000 stores nationwide. Given their success with the K-Cup format, it’s interesting they decided to go Keurig brewed, but if they didn’t their K-Cup packs wouldn’t work with the Keurig 2.0 brewers coming out later this Fall.
This is one partnership we didn’t see coming, and right on the heels of Starbucks changing it’s agreement with Green Mountain from the only, “Premium Exclusive Brand on the Keurig platform.” It also makes us think who’s left? Is there any premium brand that’s not on the Keurig platform for 2014?
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Posted by Jay Brewer at March 17, 2014 7:30 AM
While you could see this as KGM's assimilation of every major coffee/tea brand on the market (resistance is futile?), one has to wonder how these new Keurig 2.0 K-Cups will function in the older Keurig 1.0 line-up of machines.
While older K-Cups won't work in the new Keurig 2.0 brewer, what's to prevent people from buying new Keurig 2.0 K-Cups and brewing them in their old Keurig Mini, B70, etc. brewers? If the size/internals are the same as the old K-Cups with the sole exception being OCR text/RFID, then in theory, the new packs should still work fine in the older machines.
So we won't get "customized brewing temperatures" or the "recommended brew size"... we're already doing essentially that already with the old machines and hey... seems to be working fine for everyone. Honestly don't see how KGM expect to sell any 2.0 machines if the new K-Cups work in the older machines.
My only concern is that they start adopting Kraft's approach of geo-blocking brands and decide not to sell entire brand line-ups in Canada or vice-versa.