Single Cup drama: Starbucks (SBUX +0.7%) plans to begin selling its Verismo coffee and espresso...

|About: Starbucks Corporation (SBUX)|By:, SA News Editor

Single Cup drama: Starbucks (SBUX +0.7%) plans to begin selling its Verismo coffee and espresso machines tomorrow as it attempts to cut into Green Mountain Coffee Roasters' (GMCR +0.7%) significant headstart in the market. Although a variety of channel checks show the presence of Verismo as impacting GMCR sales, the real test will be to see if consumers pay the SBUX premium to make a switch. Another wildcard in the mix is Kraft Foods Group (KRFT -0.7%). Though it's derided by coffee purists on quality, it still boasts over $1B in package sales for the Maxwell House brand.