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Why Green Mountain’s Momentum Is Over
CNBC.com | March 09, 2012 | 08:01 AM EST

With Starbucks announcement late Thursday of a new “premium” single-serve coffee machine, the Green Mountain partner on K-cups will now become a Green Mountain competitor on machines.

Starbucks' plan will allow it to get a jump start on a machine Green Mountain says it’s developing with Italy’s Luigi Lavazza.

Of course the new Starbucks Verismo, which uses high pressure to make brewed espresso and brewed coffee, will also be a direct competitor to Nespresso’s popular premium machines.

In a statement today, Green Mountain said that its it agrees with Starbucks that there is a market for high-pressure machines, “as evident by our joint development work with Lavazza.”

It’s unclear, however, when the new Green Mountain/Lavazza machine will hit the market.

But critical to story is this: The Starbucks announcement of its machine, partnered with Germany’s Krueger GmbH & Co., coincides with this weekend’s start of the International Housewares show in Chicago.

A few weeks ago, in anticipation of the housewares show, ago Green Mountain rolled out new premium single-serve Vue machine, which uses low-pressure technology. The Vue, with its patented V-Cup, is designed to generate a new line of revenue for Green Mountain after patents on its K-Cup expire later this year.

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