Monday 27 June 2022

MARKET STRATEGIES – GMCR Canada continues to revolutionize the coffee industry

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MONTREAL – Today, at the Board of Trade of Metropolitan Montreal, Sylvain Toutant, president of GMCR Canada Holding Inc. (GMCR Canada), a subsidiary of Green Mountain Coffee Roasters, Inc. (GMCR), outlined upcoming product innovations the company is bringing to Canada.

He also previewed new developments in the Company’s sustainability strategy for the region.

Mr. Toutant noted: “Coffee consumption is changing rapidly. GMCR is at the heart of this transformation and our innovative approach is what enables us to maintain our competitive edge. We’re committed to the ongoing development of our systems and enhancing our brand portfolio of coffees and beverages to offer consumers a wider choice,” he said.

A North American leader in specialty coffee and coffeemakers with its innovative Keurig® brewing technology, GMCR has redefined the way coffee is made and enjoyed both at home and at workplaces.

In Canada today, Keurig® Single Cup Brewers with licensed partners are the top-ranked coffee maker brand in Canada based on dollar sales1 and the Keurig® system represents 23% of dollar sales for the entire coffee category2.

With the ease, convenience, and variety offered in the Keurig® system, the Company continues to revolutionize the way people drink coffee – at the touch of a button.
Expanding Product Offerings

In his speech, Mr. Toutant outlined that key to the company’s success to-date has been its beverage diversification and partnership strategy.

“GMCR continues to seek avenues to further expand consumer choice within the Keurig® system.  For example, the Company has secured partnerships with some of the world’s most beloved coffee and tea brands like Lipton and Snapple and is working exclusively with leading retailers like Costco, METRO and Sobeys to produce their house brands in K-Cup® packs,” Mr. Toutant continued.

In addition to expanding beverage choice for consumers, GMCR plans to introduce new brewer innovation to the region.

Under a partnership with Italian company Lavazza, GMCR Canada is preparing for the Canadian launch of the Keurig Rivo®, a brewing system that combines the legendary simplicity of Keurig® single cup technology with the authenticity of Italy’s favorite espresso, Lavazza® and the ability to steam and froth fresh milk right from consumers’ refrigerators to create a café quality cappuccino or latte simply and consistently at home.

This product introduction, planned for spring 2014, marks GMCR’s entrance into the espresso, cappuccino and latte brewer category in Canada.

GMCR Canada will also introduce the Keurig® BOLT™ system to away-from-home customers in November 2013, bringing the innovation, speed, convenience and quality that Keurig® single cup brewing systems are known for to higher volume carafe brewing.

Acting responsibly

In addition to being one of the leaders in the specialty coffee sector, GMCR Canada is also recognized as a leader in sustainability. Today, the Company announces its formal commitment to only brew and serve 100% Fair Trade certified coffee in its 62 Van Houtte Café-bistros across Quebec by mid-October.

“We have always endeavored to support the coffee growers that produce the coffee our consumers love and expect. As the first Canadian banner brand and Company to make the shift to 100% Fair Trade in our Van Houtte Cafés-bistros, we’re demonstrating more than our good corporate citizenship, we are demonstrating our corporate philosophy,” concluded Mr. Toutant.

1 Accordingly to NPD Group for the period April through June 2013

2 According to Nielsen Market Track, all channels, 52 weeks ending August 13th, 2013

About GMCR Canada Holding inc.

GMCR Canada Holding Inc. (GMCR Canada) is the Canadian business unit of Green Mountain Coffee Roasters, Inc. The company’s Canadian principle office and management team are located in Montreal, with roasting plants in Montréal and Toronto.

In addition to being one of the leaders of the Canadian coffee marketplace, GMCR Canada is also a leader in sustainable development thanks to its programs supporting coffee communities and local communities, and its initiatives to reduce its environmental footprint.

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