Opportunity there for complementary high-pressure, single-cup coffee systems in marketplace, says Green Mountain Coffee Roasters CEO in response to Starbucks' launch of Verismo system

Nevin Barich

WATERBURY, Vermont , March 9, 2012 (press release) – Green Mountain Coffee Roasters, Inc. (GMCR) (NASDAQ: GMCR - News), a leader in specialty coffee and coffee makers, today released the following statement regarding Starbucks’ announcement of their new initiative in the espresso-based single-cup category.

The Keurig® Single Cup Brewing system has been designed to deliver a premium, filtered-coffee taste profile directly in line with the sweet spot of the majority of North American coffee consumers. Our Keurig® K-Cup® system and new Vue™ Single Cup brewers use low pressure to extract maximum flavor and taste from ground and filtered specialty Arabica coffee, producing an excellent cup of fresh-brewed coffee at the push of a button in a matter of seconds. Espresso systems generally use high pressure and high temperature to produce a more intense taste profile, frequently used for mixing with milk in North America.

“We believe Starbucks to be a very satisfied participant in the Keurig® K-Cup® system, having frequently communicated its ongoing support of the Keurig® K-Cup® platform,” said Lawrence J. Blanford, GMCR’s President and CEO. “The two companies continue to collaborate with each other in the low-pressure Keurig® Single Cup Brewing system in North America. As a leader and one of the few long-time participants in single-cup premium coffee brewing, we agree that there also is opportunity for complementary high-pressure espresso-based systems, as evident by our joint development work with Luigi Lavazza S.p.A. on a high-pressure capsule-based espresso system targeting North American consumers.”

With more than 25 brands and over 200 varieties of coffee, tea, hot cocoa, iced, fruit-based and frothy café style beverages, the Keurig® Single Cup Brewing system continues to transform how North Americans brew and enjoy their coffee and other beverages at home and in the workplace. Consumers are passionate about their Keurig® brewers, and with the recent introduction of our new Vue™ brewer we have never been more excited about our opportunity to further Keurig® Single Cup Brewer adoption and to provide consumers new beverage choices and more occasions to brew what they love the way they love it.

We look forward to continuing to grow the single-serve filtered-coffee opportunity in North America with our Keurig® system partners, including Starbucks.

About Green Mountain Coffee Roasters, Inc.

As a leader in specialty coffee and coffee makers, Green Mountain Coffee Roasters, Inc. (GMCR) (NASDAQ: GMCR - News), is recognized for its award-winning coffees, innovative Keurig® Single Cup brewing technology, and socially responsible business practices. GMCR supports local and global communities by offsetting 100% of its direct greenhouse gas emissions, investing in sustainably-grown coffee, and donating at least five percent of its pre-tax profits to social and environmental projects.

GMCR routinely posts information that may be of importance to investors in the Investor Relations section of its website, including news releases and its complete financial statements, as filed with the SEC. The Company encourages investors to consult this section of its website regularly for important information and news. Additionally, by subscribing to the Company’s automatic email news release delivery, individuals can receive news directly from GMCR as it is released.

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