Jeff Hansberry, president, channel development for Starbucks, said: “Thus far, we’ve reached 11% dollar share in the premium single cup segment with Starbucks Coffee K-Cup Packs. Our focus with the initial launch has been on Keurig Single Cup Brewer owners.
“Our next big opportunity will be to attract new customers to the category. We are confident the combination of the Starbucks experience with the quality and value of Starbucks Coffee K-Cup Packs will ultimately make this abn-dollar business over time.”
The growth of the premium single cup coffee segment has been explosive over the last several years, up 138% year over year for the 52 weeks ended January 1. Starbucks VIA Ready Brew contributed to this growth with system-wide sales of $250m in 2011.
Source: Starbucks Coffee Company
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