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NEW YORK (TheStreet) -- Keurig Green Mountain (GMCR) stock is rising 8.8% to $53.15 on heavy trading Wednesday after the company's Canadian subsidiary launched Keurig Kold, a cold beverage brewing system.

The system, which launched in the U.S. in September, will be available for $399.99 on the Canadian Keurig website, as well as at select online retailers including Costco Wholesale (COST).

Keurig Green Mountain is taking a slow approach to the Kold rollout and plans to invest at least $100 million on the new brewing system during fiscal 2016.

"Sales for the first 12 months of the launch will likely be in the range of 60,000 to 100,000 units," CEO Brian Kelley said during the 2015 fiscal year earnings call in last week.

The company sold 9.2 million Keurig hot brewing systems, which were first introduced in 1998, during the 2015 fiscal year that ended Sept. 26.

Sales of brewers and accessories totaled $632.6 million during the latest fiscal year, but the new system is expected to be a small portion of that category during its first year.

"The introduction of Keurig KOLD is expected to positively impact revenue growth by less than 1 percentage point," CFO Peter Leemputte said during the conference call last week.

Brewers and accessories accounted for 14% of the company's total 2015 fiscal year revenue, which declined 4% year over year to $4.52 billion.

Pods are Keurig Green Mountain's largest revenue source with revenue of $3.65 billion for the latest fiscal year, accounting for about 81% of total revenue.

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So far today, 4.4 million shares of Keurig Green Mountain have been traded, compared with its average daily volume of 3.1 million shares.

Separately, TheStreet Ratings team rates KEURIG GREEN MOUNTAIN INC as a Hold with a ratings score of C+. TheStreet Ratings Team has this to say about their recommendation:

We rate KEURIG GREEN MOUNTAIN INC (GMCR) a HOLD. The primary factors that have impacted our rating are mixed - some indicating strength, some showing weaknesses, with little evidence to justify the expectation of either a positive or negative performance for this stock relative to most other stocks. The company's strengths can be seen in multiple areas, such as its largely solid financial position with reasonable debt levels by most measures, notable return on equity and reasonable valuation levels. However, as a counter to these strengths, we also find weaknesses including deteriorating net income, a generally disappointing performance in the stock itself and feeble growth in the company's earnings per share.

You can view the full analysis from the report here: GMCR

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