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Starbucks to Launch Verismo, a Single-Cup Coffee System

Coffee peddler Starbucks is developing a single serving coffee system of its very own, called Verismo, which will brew coffee and espresso drinks "from lattes to americanos." You know what the world absolutely does not need more of? Single serving coffee makers, which generate tons and tons of non-recyclable plastic trash and are generally wildly expensive. Too bad, says Starbucks, which plans to unleash Verismo in the US and Canada before the holidays.

Espresso and coffee pods will be available, as well as "a variety of milk pods." Starbucks previously had a single-cup deal with Green Mountain Coffee Roasters, but that was just for the cups and not the machines themselves. The coffee chain says that partnership was rather successful, and that so far they've sold more than 100 million packs of Starbucks cups. Here's a press release:

Verismo® System by Starbucks, A New Premium Single Cup Solution for At-Home Espresso and Coffee Beverages, to Debut Just in Time for the Holidays

SEATTLE, March 08, 2012 - As part of its commitment to bring exceptional coffee and espresso beverages to its customers, Starbucks Coffee Company (NASDAQ:SBUX) today announced the first at-home premium single cup machine that meets its commitment to taste and quality, the Verismo® system by Starbucks. The Verismo® system by Starbucks crafts both Starbucks-quality espresso beverages, from lattes to americanos, and brewed coffee consistently and conveniently one cup at a time.

Starbucks latest premium single cup innovation combines Starbucks signature Espresso Roast and drink recipes with precise Swiss engineering and a patent-pending high pressure extraction capability, giving customers the ability to create Starbucks-quality beverages. Through a strategic relationship with privately-held, Germany-based Krueger GmbH & Co. KG, Starbucks will market and sell the premium Verismo® system by Starbucks and Starbucks-sourced 100 percent arabica coffee and milk pods starting this fall.

“The premium single-cup segment is the fastest-growing business within the global coffee industry,” said Howard Schultz, Starbucks chairman, president and ceo. ”We have long believed that the biggest prize within the segment is a high-pressure system that would give us the opportunity to deliver Starbucks-quality espresso beverages at home and at work for customers who desire the Starbucks® espresso experience outside of our stores.”

Just in time for the upcoming holiday season, Verismo® system by Starbucks will be sold online and at select Starbucks retail stores, as well as specialty retailers across the U.S., Canada, and in select international markets. Espresso and brewed coffee pods will initially be available in a full range of Starbucks roast spectrums, along with a variety of milk pods.

“The combination of Starbucks® coffee authority and our technology and development expertise will enable Starbucks to deliver the quality and taste expectations in the cup that millions of people all over the world have come to expect from Starbucks,” said Marc Krueger, member of the Krueger GmbH & Co. KG management board.

The introduction of Verismo® system by Starbucks advances Starbucks plan to offer a full portfolio of premium single cup alternatives and experiences to customers. Starbucks entered the premium single-cup market with Starbucks VIA® Ready Brew instant coffee in 2009 and significantly extended its footprint in the space this past year with its ground-breaking relationship with Green Mountain Coffee Roasters to provide Starbucks® K-Cup® packs beginning last fall. In the first eight weeks following that launch, Starbucks shipped more than 100 million Starbucks K-Cup® packs, and the Starbucks® K-Cup® business continues to accelerate.

“We now have the opportunity to reach millions of customers who have been looking and waiting for a uniquely Starbucks solution in the fast-growing premium single cup coffee market with a coffee quality, taste, roast variety and design sensibility that is consistent with Starbucks brand and reputation,” said Jeff Hansberry, president, Channel Development for Starbucks.

*Pricing, availability and retail distribution will be announced closer to launch. For updates and further information, please visit www.starbucks.com/verismo.

· Verismo® System by Starbucks [Starbucks]
· All Starbucks Coverage on Eater [-E-]
[Photo: BusinessWire]

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