After Decades Of Focusing On Its Machines, Keurig Is Launching Its Own Coffee Brand – CoffeeTalk

Keurig has announced the launch of its own coffee brand, Keurig Coffee Collective. This marks a significant shift for the company, which has primarily focused on coffee makers for decades. Christine van den Broeck, Vice President of Keurig Brand Marketing at Keurig Dr Pepper, is spearheading the initiative, which features a range of premium coffee varieties developed by internal experts.

Keurig Coffee Collective aims to deliver high-quality coffee to consumers, leveraging premium beans and advanced technology to enhance the coffee experience. The new line is available for purchase through the Keurig website and Amazon, as well as through various retail partners.

The decision to enter the coffee market comes after years of consumer loyalty and brand recognition. Van den Broeck emphasized that the launch feels like a natural progression for Keurig, as consumers increasingly expect innovation and quality from the brand. The premium coffee segment has seen substantial growth, representing over 30% of the single-cup market, and Keurig aims to capture this segment with its new offerings.

Cultural insights and consumer trends played a crucial role in shaping the strategy for Keurig Coffee Collective. The company seeks to attract high-value households and elevate its coffee credentials, addressing a consumer demand for a superior coffee experience. The brand’s internal experts, referred to as “trailblazers,” will be integral to the marketing and storytelling of the new product line, highlighting their passion and expertise in coffee.

As the coffee industry has evolved, so have consumer preferences. Van den Broeck noted that coffee drinkers are now looking for more variety and quality, prompting Keurig to introduce an offering that stands out in the single-serve market.

The marketing strategy for Keurig Coffee Collective will involve a comprehensive approach, utilizing digital platforms, social media, and experiential activations to drive awareness and encourage trial. The campaign will emphasize personalization and authenticity, with a focus on the craftsmanship behind the product.

Looking ahead, Keurig plans to continue expanding its coffee offerings and remains committed to communicating updates and innovations to consumers. The launch of Keurig Coffee Collective signifies a new chapter for the brand as it diversifies its product portfolio within the competitive coffee market.

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