BREWING A COFFEE MONOPOLY AT KEURIG, ONE SINGLE-SERVING CUP AT A TIME
October 2, 2014
Keurig Green Mountain, the single-serving coffee magnate, claims that its latest coffee brewing system, Keurig 2.0, “brings consumers more choice than ever”. When it comes to coffee quantities, this is definitely true: the new system can brew a single cup using a K-Cup pack or a four-cup carafe of coffee using the new Keurig K-Carafe pack.
But when it comes to offering customers a wide choice of coffee brands – not to mention a sustainable brew – Keurig’s boast starts to falter. Recently, competing companies have filed lawsuits alleging that the single-serve coffee giant – and its new brewer – are monopolizing the industry. According to these plaintiffs, Keurig 2.0 is designed to only accept K-Cup portion packs manufactured by Keurig, a move intended to protect the coffee giant from competing companies that sell cheaper – and more sustainable – pods. READ MORE