GMCR, Lavazza Agree on Keurig K-Cups
February 19, 2014,
WATERBURY, Vt.-Green Mountain Coffee Roasters (GMCR), the parent of the Keurig brand, and Luigi Lavazza SpA have reached a multiyear agreement to bring Lavazza's coffee to K-Cup packs for the Keurig hot brewing system.
The two companies plan to launch Lavazza's Gran Aroma, Classico, Gran Selezione and Perfetto coffees in K-Cups this coming fall. They will be marketed as premium products and available on keurig.com and lavazza.com along with participating specialty, grocery and away-from-home retailers and operators throughout the United States. The K-Cups will be available in Canada in 2015.