Green Mountain Coffee and Keurig Bring Single-Cup Brewing to Grocery Stores Nationwide

Green Mountain Coffee and Keurig Bring Single-Cup Brewing to Grocery Stores Nationwide

New Brewer and 12-Count Package Debut in Grocery Channel

WATERBURY, Vt.--(BUSINESS WIRE)-- Keurig has ignited a revolution in coffee making as the market leader in single-cup brewing. Now, in response to feedback from its customers and consumers, Green Mountain Coffee and Keurig, divisions of Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR), are providing their winning combination of single-cup brewers and patented K-Cup(r) portion packs to grocery stores across the country, just in time for the holidays.

Consumers now have a unique offering from Keurig and Green Mountain Coffee in grocery stores. A new single-cup brewer from Keurig, the Classic, is available exclusively at grocery locations. In addition, Green Mountain Coffee has debuted a new and compact 12-count box of K-Cups(r), available in ten different varieties of coffee, including Fair Trade Certified(tm) and organic offerings. The 12-count packaging is specifically designed to fit on supermarket shelves.

With the Keurig(r) Single-Cup Brewing System, consumers can choose their favorite variety of coffee, tea or hot cocoa in K-Cup portion packs, brew a single cup at the touch of a button, and enjoy a gourmet cup with no mess or clean-up.

"Keurig and Green Mountain Coffee's entry into the grocery channel is a win-win for both consumers and grocers," says Larry Blanford, President and CEO of GMCR. "We've heard compelling feedback from consumers that they want the option to buy their K-Cups in grocery stores and purchase K-Cups in smaller packages, allowing them to try more varieties. The combination of Keurig(r) Single-Cup Brewers and Green Mountain K-Cups(r) gives consumers an economical way to bring the coffee house experience right into their homes. For grocers, tapping into this hot trend in specialty coffee invigorates their coffee aisle and gives their shoppers a wide variety of fresh, gourmet coffee selections to choose from. With this single-cup offering, our 10- and 12-ounce coffee packages, and our in-store brewing solutions, we have a complete brand proposition for our supermarket customers."

Keurig Single-Cup Brewers and Green Mountain K-Cups are helping to drive the growth of the specialty coffee category in grocery. According to IRI data (InfoScan, Total U.S. Food) for the latest 52 weeks ending October 5, 2008, initial supermarket accounts that carried Green Mountain K-Cups as part of their specialty coffee selection experienced more than twice the growth in dollar sales of the national average for the specialty coffee category. The single-cup category allows grocers to supplement their packaged coffee offerings and participate in "by-the-cup" business traditionally reserved for coffee shops.

Keurig brewers and Green Mountain K-Cups are now available at over 17,000 locations, including retailers, department stores, supermarket chains and independent grocers across the country. Green Mountain Coffee's website features a list of locations at http://www.greenmountaincoffee.com/stores where consumers can find Keurig brewers and Green Mountain K-Cups.

To support accelerated growth and enhance brand awareness, Keurig and Green Mountain Coffee are investing in a $15+ million marketing effort this holiday season, including Keurig's first national TV advertising campaign. Other marketing initiatives include co-op advertising, promotion and merchandising support, in-store demos and direct mail programs.

About Green Mountain Coffee Roasters, Inc.

Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR) is recognized as a leader in the specialty coffee industry for its award-winning coffees, innovative brewing technology and socially and environmentally responsible business practices. GMCR manages its operations through two wholly owned business segments: Green Mountain Coffee and Keurig. Its Green Mountain Coffee division sells more than 100 high-quality coffee selections, including Fair Trade Certified(tm) organic coffees, under the Green Mountain Coffee(r) and Newman's Own(r) Organics brands through its wholesale, direct mail and e-commerce operations (www.GreenMountainCoffee.com). Green Mountain Coffee also produces its coffee as well as hot cocoa and tea in K-Cup(r) portion packs for Keurig(r) Single-Cup Brewers. Keurig, Incorporated is a pioneer and leading manufacturer of gourmet single-cup coffee brewing systems for offices, homes and hotel rooms. Keurig markets its patented brewers and K-Cups(r) through office distributors, retail and direct channels (www.Keurig.com). K-Cups are produced by a variety of licensed roasters including Green Mountain Coffee. Green Mountain Coffee Roasters, Inc. has been recognized repeatedly by CRO Magazine, Forbes and SustainableBusiness.com as a good corporate citizen and an innovative, high-growth company.