NEW YORK (TheStreet) -- Shares of Keurig Green Mountain Inc  (GMCR) are plunging, down 7.7% to $95.14 in early market trading Friday, after analysts at CLSA reduced its price target on the coffee machine maker earlier this morning.

The firm lowered its price to $103 from $108, while maintaining its "underperform" rating.

CLSA also cut its 2016 estimates after the K-cup maker gave its Kold system a higher-than-expected suggested price.

Analysts at the firm added that they now expect lower household penetration.

Keuris Green Mountain announced its new cold brewing coffee machine, "Keurig Kold," will not be released in all of its retail stores until 2016, which is later than investors expected.

Similarly, analysts at UBS slashed their price target on Keurig Green Mountain to $114 from $120, but kept its "buy" rating. 

Waterbury, Vt.-based Keurig Green Mountain is a specialty coffee and coffeemaker business that sells single cup brewers as well as traditional whole bean and ground coffee in other package types including bags, fractional packages and cans.

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

"We rate KEURIG GREEN MOUNTAIN INC (GMCR) a BUY. This is driven by several positive factors, which we believe should have a greater impact than any weaknesses, and should give investors a better performance opportunity than most stocks we cover. The company's strengths can be seen in multiple areas, such as its revenue growth, largely solid financial position with reasonable debt levels by most measures, notable return on equity, expanding profit margins and increase in stock price during the past year. We feel its strengths outweigh the fact that the company shows weak operating cash flow."

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