Keurig Green Mountain, which has changed the way consumers enjoy coffee and tea over the last decade through its single-serve, pod-based home brewing systems, is turning its attention to chilled drinks this week with the US launch of its Keurig® KOLD™ drinkmaking system.
The countertop appliance, developed through a global strategic partnership with The
“We believe Keurig KOLD has a place in many homes,” said Brian Kelley, president and CEO, Keurig Green Mountain. “Our research shows consumers want access to a variety of cold, fresh-made beverages at their fingertips, and this system delivers an on-demand playlist of both iconic brands and exclusive drinks you can only discover through our system.”
Keurig KOLD is now available to order on Keurig.com. In October, the appliance will be sold at select retailers online and in six US cities: Atlanta, Boston, Chicago, Dallas, Los Angeles and New York.
Keurig KOLD initially will feature a variety of drinks brands, including
The platform will give Keurig a play in more drinks categories, day parts and consumption occasions. “KOLD extends our reach from the morning day part to an all-day, all-night appliance,” said Kelley, who noted that, the cold nonalcoholic drinks category is five times larger than the hot drink market, according to IRI.
While the average household only includes one coffee drinker, “everyone drinks cold drinks,” Kelley said. “Keurig KOLD broadens our appeal to more households with everything from iced teas and craft sodas, to sports drinks and cocktail mixers,” he added.
In February 2014, The
“From the beginning, we knew we wanted to lean on each other’s core expertise,” Kelley said. “Ours is in the technology behind our machines and pods, and Coke’s is in understanding syrup, carbonation, the impact of packaging on taste and everything else that goes into the consistent production of great-tasting drinks.”
Deryck van Rensburg, the Coke executive overseeing the Keurig partnership, said the alliance supports growing consumer demand for drink variety and innovation.
“By pairing our brand leadership and global footprint with Keurig’s cutting-edge technology and drink system expertise, together we will capitalise on the growth opportunities we see in the single-serve, pod-based segment of the cold drinks business,” he said. “Keurig KOLD is a breakthrough innovation that will enable people to enjoy our brands in a convenient new way and capture incremental consumption occasions for our business. We look forward to being in the front seat with Keurig, learning with them and contributing to the potential.”
5 Years in the Making
Keurig’s engineers spent the last five years developing the proprietary KOLD system, which includes more than 50 technology patents and another 100 patent-pending applications. Each pod is designed to deliver a specific drink's optimal levels of syrup and carbonation. Keurig KOLD’s self-contained, on-demand cooling system uses an aerospace-inspired thermal transfer system to rapidly cool drinks to the refrigerator-equivalent temperature of approximately 39 degrees Fahrenheit. Karbonator beads contained within the pod hold and release beverage-grade CO2 into the KOLD chiller, adding carbonation.
“This combination allows us to produce the perfect drink every time,” said Tara Murphy, senior VP and GM, Keurig KOLD platform. “With this machine, a consumer can insert an ambient pod, press a button and make a cold carbonated drink in a little over a minute.”
Coke’s R&D team worked to ensure the brands offered on the Keurig platform meet the same high quality standards and great taste that they do in a bottle or can, or from a fountain dispenser. Murphy said her team enjoyed watching consumers react to the taste of a Coke made on a Keurig KOLD machine during initial focus groups.
“There’s a real ‘wow’ factor that comes with experiencing a
Early adopters will be those who embrace new technology and frequently entertain guests at home. Owners of Keurig hot brewers are prime prospects for Keurig KOLD “because they’ve already bought into the single-serve format,” Murphy said.
Van Rensburg added, “But this is much more than a drinkmaking appliance… we see it as a consumer engagement platform with unlimited potential.”
Jay Moye is editor-in-chief of
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