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Press release from Business Wire

Green Mountain Coffee Roasters, Inc.'s Family of Brands and Single Cup Brewing Create Winning Combination in Grocery

Thursday, July 12, 2012

Green Mountain Coffee Roasters, Inc.'s Family of Brands and Single Cup Brewing Create Winning Combination in Grocery07:00 EDT Thursday, July 12, 2012 WATERBURY, Vt. (Business Wire) -- Green Mountain Coffee Roasters, Inc. (GMCR) (NASDAQ: GMCR), a leader in specialty coffee and coffee makers, continues to change the way America brews coffee through its compelling proposition for grocery customers – a winning combination of the strength of the single cup segment, and the strength of the Keurig® brand and GMCR's family of coffee and beverage brands. SINGLE CUP BREWING DRIVING COFFEE CATEGORY GROWTHIn the grocery channel, the single cup segment continues to be the primary growth driver of the coffee category, as well as with the tea and hot cocoa categories. Single cup coffee grew 85.3 percent over the same year ago period, representing 12.8 percent of coffee category sales, while the coffee category grew 3.4 percent, according to SymphonyIRI Group, Inc. data (IRI) (Total U.S. Food Stores, latest 12 weeks ending June 10, 2012). The single cup sub-category, including all beverages, was the second fastest growing sub-category overall in dollar sales within total U.S. grocery. The single cup sub-category currently totals $158 million, up 105 percent over the same period last year, according to IRI (Total U.S. Food Stores, latest 12 weeks ending June 10, 2012). Within this category, Keurig Brewed® K-Cup® packs from GMCR's portfolio of owned and licensed brands sold through the grocery channel are the clear leader over other single cup beverage packs. “As a leader in single cup, we are thrilled that consumers are driving this growth for our grocery customers,” said Don Barberio, Vice President, In Home Sales for GMCR's Specialty Coffee business unit. “The strength of our brands, combined with the overall convenience and value proposition of the Keurig® single cup brewing system, allows us to create a powerful offering for the grocery channel.” “We've worked with some of the most prominent brands in the world, and we've never witnessed a growth path like GMCR's in our history,” said Chip O'Hare, Chairman & CEO of Johnson O'Hare, GMCR's grocery broker and partner in the Northeast since 2007. “GMCR is a pioneer, and consumer purchases reflect that convenience and quality win.” BRAND STRENGTH BUILDS POSITION AND DRIVES PURCHASESGMCR continues to broaden distribution, increase shelf space, and gain expanded position in the coffee category due to the strength of its brands. According to IRI, 12-count Keurig Brewed® K-Cup® packs from GMCR's owned and licensed brands sold through the grocery channel achieved 94 percent ACV (all commodity volume) distribution nationwide with an average of 21 items per store (Total U.S. Food Stores, latest 12 weeks ending June 10, 2012). This is up from an 85 percent ACV and an average of 14 items per store selling for the same period one year ago. Green Mountain Coffee® is the leading coffee brand in K-Cup® packs and continues to grow. Green Mountain Coffee® was recently named the Coffee Brand of the Year in the 2012 Harris Poll EquiTrend® Study, as well as the #2 packaged coffee brand in the Brand Keys 2012 Customer Loyalty Engagement Index. This has earned it a position as the #4 coffee brand in grocery dollar sales, according to IRI (Total U.S. Food Stores, latest 12 weeks ending June 10, 2012). “The interest among grocery customers in the Keurig® single cup system and K-Cup® packs is a positive reflection of the growth in the category, and the appeal of the system among consumers,” said T.J. Whalen, VP of Marketing and Sales, GMCR's Specialty Coffee business unit. “Research shows that brand strength is a primary driver in purchasing decisions within the single cup segment (March 2011 Kantar Retail Online Study). We believe our assortment of quality brands that meet a wide range of consumer taste preferences at a variety of price points gives us a competitive advantage in this category.” To support GMCR's brands and enhance consumer understanding of the unique advantages of its brewers and beverages, GMCR introduced a Keurig Brewed® campaign. The Keurig Brewed® logo, displayed on all authorized product packaging, is the mark of genuine Keurig® quality. It is a guarantee to the consumer that the item endorsed will work effectively with Keurig® single cup brewers and is the “genuine article,” tested and subjected to Keurig's high standards for taste, quality, and safety. The Keurig Brewed® logo, combined with the K-Cup® and Vue® pack trademarks, designate only those single cup beverage packs that are made exclusively by, or under license from, GMCR. This helps consumers distinguish the genuine quality of Keurig® K-Cup® and Vue® pack products from non-licensed single cup products. About Green Mountain Coffee Roasters, Inc.As a leader in specialty coffee and coffee makers, Green Mountain Coffee Roasters, Inc. (GMCR) (NASDAQ:GMCR), is recognized for its award-winning coffees, innovative Keurig® single cup brewing technology, and socially responsible business practices. GMCR supports local and global communities by offsetting 100% of its direct greenhouse gas emissions, investing in sustainably-grown coffee, and donating at least five percent of its pre-tax profits to social and environmental projects. For more information, please visit us online at,, or GMCR routinely posts information that may be of importance to investors in the Investor Relations section of its website, including news releases and its complete financial statements, as filed with the SEC. The Company encourages investors to consult this section of its website regularly for important information and news. Additionally, by subscribing to the Company's automatic email news release delivery, individuals can receive news directly from GMCR as it is released. GMCR-S Photos/Multimedia Gallery Available: MEDIA CONTACT:GMCR?s Specialty Coffee business unitSandy Yusen, 866-968-2739Director of Public Relationssandy.yusen@gmcr.comorINVESTOR CONTACT:GMCRSuzanne DuLong, 802-488-2600VP Investor Relations & Corp