Even though we are sometimes critical of GMCR's moves here on The Shoffee Blog, we have to admit; this is a move that we really, really like.
For the last few months, we have kicked around ideas about exactly how GMCR plans to compete with all of the "knock-off single-serve cups" undoubtably planned for launch this September, when GMCR's patent on it's K-Cup design expires. Launching a K-Cup line featuring "America's #1 Whole Bean Coffee brand in grocery" seems like a good answer (not to mention a product from Tetley to answer years of customer cries for a 'regular tea').
Now, the next thing we'll be looking for on these three K-Cup (and Vue Pack) lines is the price point. Is it GMCR's plan to bring these K-Cups on at the same price point as their traditional offerings (Green Mountain, Coffee People, Gloria Jean's, etc) or will they introduce these as a "value brand" to compete on price with the flood of new, non-GMCR products coming in September 2012?
Our thought is that these will be considered GMCR's "value brand" and be available at a lower price point than GMCR's current product offerings; thus allowing those who have bought a Keurig brewer but switched to either a cheaper alternative (ie: Grove Square Instant Cups) or using one of the hundreds of filters now on the market that allow ground coffee to be used in a Keurig Brewer.
For this move, we tip our hats to GMCR, instead of waiting until September and reacting to what the market does, they're taking the proactive steps to be ready to compete when the time comes.
Now, for a "value brand" hot chocolate Keurig K-Cups... Could there be a change in strategy of how Swiss Miss is offered in the near future as well?
And to answer the question that will inevitably arise - yes, all of the products mentioned in this post will absolutely be available on Shoffee.com as soon as they become available (except the Vue Packs, we are still uncertain of their status on Shoffee).