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The following article was published in our article directory on September 7, 2012.
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Article Category: Marketing
Author Name: Victor Elder
Green Mountain Coffee Roasters Inc. on Thursday organizes to introduce a line of beverages touting antioxidants, vitamins and other health advantages, as the company plannings to increase amidst intensifying competition for its single-serve coffee drinks.
The Waterbury, Vt.-based business's "Wellness Brewed" beverages, which can be made with its Keurig single-serve brewing appliances, come as the patent on its K-cup innovation is set to expire this month.
Currently, supermarket operators The Kroger Co. and SuperValu Inc., have actually said they organize to introduce store-brand variations of the single-serve coffee sheaths.
Individually, Starbucks Corp. prepares to start offering its own brewing device this fall called Verismo. The Seattle-based business says its appliance, which will certainly let consumers make cappucinos as well as traditional brewed coffee, targets a different audience than the Keurig equipment. However Green Mountain's stock nonetheless took a favorite when the news was revealed in March.
Green Mountain Coffee, which pioneered the single-serve coffee system in the UNITED STATE, experienced fast development on shooting up sales of its Keurig coffee systems. However the business has actually struggled just recently amidst a Securities and Exchange Commission query, analyst issues over its reporting approaches and the looming termination of its patent.
In revealing its third-quarter outcomes last month, CEO Lawrence Blanford stated that sales growth would moderate from the hyper-growth it had actually shown over the past few years.
Three of the brand-new coffees to be introduced Thursday boast antioxidants and another called "Focus Blend" has L-theanine, an amino acid found in tea. 2 other "Vitamin Burst" beverages were introduced earlier this summer time will certainly also be part of the Wellness line.
Mark Corey, who works in research and development at Green Mountain, said the business is not "talking straight" to the benefits of L-theanine, noting that it has to fulfill regulations by the U.S. Food and Medicine Administration for any type of item claims.
However individual supporters commonly advise against placing too much value-- or any-- on the additional nutrients meals and drink companies include in their products.
"Generally, they're added for commercial marketing purposes, to make (the product) look great," states Mike Jacobson, executive director for the Center for Science in the general public Interest, which advocates for meals protection.
Even if a drink flaunts of anti-oxidants, for instance, Jacobson noted that customers don't know exactly just how much they have.
Besides, he stated, nutrients such as antioxidants are uncomplicated to obtain just by eating fruits and veggies. A peach, for instance, has fiber, potassium and a wide variety of other nutrients.
Still, Green Mountain states its research shows that individuals wish added health benefits from their meals and drinks. That offers the business an opportunity to deliver both to consumers, said Josh Kaplan, advancement brand manager for Green Mountains.
"This is the gateway, this is the beginning of the chat," he said.
Keywords: Healthy, Staying healthy, tips to staying healthy
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