Get Well Soon, Green Mountain
Sep 6th 2012 2:08PM
Updated Sep 6th 2012 2:14PM
Coffee may be better for you than you think.
Green Mountain Coffee Roasters (NAS: GMCR) is introducing a line of wellness beverages today.
The Wellness Brewed line of K-Cups adds antioxidant vitamins and other wellness boosts to coffee, tea, and fruit brews.
It's a no-brainer. We've seen what vitamin-stoked H2O has done for the bottled water industry. Coca-Cola (NYS: KO) wound up paying $4.1 billion for the parent company of vitaminwater five years ago. As long as it doesn't muck up the taste -- and if the wellness features are passed on successfully in the brewing process -- it's certainly worth a shot.
Green Mountain is going with six varieties. Two of them will be coffees. One will pack an antioxidant blend rich in vitamins C and E, while the Focus Blend will come with a kick of brain-tickling and stress-reducing Theanine. There will also be two flavors of Hain Celestial's (NAS: HAIN) Celestial Seasonings fruity green teas with antioxidants and a pair of the new fruit brews that are ideally brewed over ice and served cold.
The drinks will be initially available only online, starting at a reasonable $17.49 for a 24-count box.
Do java sippers want antioxidant vitamins and cognitive-enhancing Theanine in their beverages? Clearly adding vitamins and minerals to bottled water has been a hit, but Coca-Cola has struggled with its Diet Coke Plus cola.
Green Mountain knows what it's doing. Its K-Cup patents expire in 10 days, and branching out into niche-specific products will help cultivate loyalty. Just because you may not care to get an antioxidant boost in your morning coffee doesn't mean that your spouse or your neighbor wouldn't appreciate the option. The reason there are roughly 200 K-Cup varieties is because there is no brew that is universally loved.
Brew ha ha
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The article Get Well Soon, Green Mountain originally appeared on Fool.com.The Motley Fool owns shares of Hain Celestial Group, Starbucks, Coca-Cola, and Green Mountain Coffee Roasters. Motley Fool newsletter services have recommended buying shares of Green Mountain Coffee Roasters, Hain Celestial Group, Starbucks, and Coca-Cola. Motley Fool newsletter services have recommended writing covered calls on Starbucks and creating a lurking gator position in Green Mountain Coffee Roasters. The Motley Fool has a disclosure policy. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. Try any of our Foolish newsletter services free for 30 days.Longtime Fool contributor Rick Munarriz calls them as he sees them. He does not own shares in any of the stocks in this story, except for Green Mountain. Rick is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early.
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