In response to a new Keurig coffee maker that rejects rivals’ cups, a competitor designs a free workaround. The battle for control of single-serve coffee heats up.
In the cutthroat world of single-cup coffee brewers it boils down to this: there is Keurig and then there’s everyone else. At least that’s how Vermont-based Keurig Green Mountain, which manufactures the popular Keurig coffee machines and has formed exclusive licensing agreements with such powerhouses as Maxwell House and McCafe, would like it to be.
But on the other side of the country, a family-run operation has launched a wildly successful guerrilla marketing campaign it hopes will dig into Keurig’s market share. READ MORE