Kraft Foods Group (KRFT -1.2%) plans to launch Maxwell House cups for Green Mountain (GMCR...

Kraft Foods Group (KRFT -1.2%) plans to launch Maxwell House cups for Green Mountain (GMCR -0.5%) brewers, according to Reuters. The company says the cups will be produced outside of any licensing agreement with Green Mountain. After spiking sharply lower after the story broke, GMCR has recovered a good portion of the ground lost as traders digest that the development wasn't wholly unexpected.

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Comments (4)
  • blackjava
    , contributor
    Comments (46) | Send Message
    LOL - yeah can't wait to rush out and buy this crap coffee - Maxwell House is undrinkable. Their Market is seniors over 65 who are losing their sense of taste and so Kraft gets away with adding more and more garbage robusta to their Maxwell House blend. This is a non- starter.
    11 Oct 2012, 11:59 AM Reply Like
  • markb
    , contributor
    Comments (573) | Send Message
    Yuk. I bought a Keurig so I never would have to gag on Maxwell House taste again. I think Maxwell House drinkers like to brew in an old $15 Mr Coffee pot, then let it sit for three days to achieve that unique burnt rubber flavor.
    11 Oct 2012, 12:12 PM Reply Like
  • williasp
    , contributor
    Comments (376) | Send Message
    It would be interesting to see what % of GMCR k-cup sales are Folgers (a GMCR licensee). I suspect it is quite small. If that's the case, then we can expect Maxwell House k-cups to be even smaller.
    In any event, the presence of other k-brands will likely confirm the dominance of the k-cup system and expand the market of k-cup drinkers. This should inevitably lead to higher GMCR sales. It is unlikely that a sale of a MH-kcup is a lost sale to GMCR.
    12 Oct 2012, 11:26 AM Reply Like
  • ATG1977
    , contributor
    Comments (159) | Send Message
    Yes why the heck would someone buy Maxwell House for k-cup single serving? Taste would 1000% be sacrificed.


    Keurigs sales will increase however due to more selection of shots
    14 Oct 2012, 01:47 PM Reply Like
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