Already the clear leader in the single-serve coffee market through the success of its Keurig brewing system, Van Winkle said he raised his market share expectations for Keurig from 15% to 25% and then to 30%, but sees the one-cup brewer garnering upwards of 40% market penetration "given the strong line-up of brands available and further innovation lying ahead."
He specifically mentioned the Dunkin' Donuts brand of K-Cups -- single-serve pods used to brew a cup of coffee with the Keurig machines -- as a way Green Mountain is making gains towards deeper market share. "All aspects of the Dunkin' distribution deal appear to meet our prior expectations," Van Winkle noted. "Stores report strong early sales and each store merchandised the K-Cup prominently in a freestanding display."
Dunkin' Donuts stores in select markets like Maine already sell K-Cups, at $11.99 for a 14-count box, with distribution set to be in July for an August 1 launch across the rest of New England.
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