Jarden Launches Single-Serving Mr. Coffee Appliance
Nov 22, 2010
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The Mr. Coffee brand has entered the pod coffeemaker category for the first time with the launch of the Mr. Coffee Single Serve, the result of a 2009 license and distribution agreement with Keurig.
Single serve beverage appliances let consumers brew individual cups of coffee, espresso, or other hot beverage at home by making use of single-serving pods or cartridges. Mr. Coffee is taken a value-driven approach to the segment. Whereas several premium single-serve coffee makers can cost $500 or more, the Mr. Coffee appliances will have a suggested retail price of $79.99.
The coffee pod business got off to a strong start in Northern Europe in 2001 when Philips created the first single-serve coffeemaker. By 2005 there were several appliance makers selling single-serve machines and the market had reached 7 million units/year. Starbucks-happy consumers in the United States were slower to embrace the appliances, but by 2008 they were taking bigger chips out of the market share of the still-dominant drip coffeemakers.
In 2010, single-serve appliances represent the fastest-growing coffee segment, with sales of single-cup coffeemakers increasing 155% to over $200 million in the 52-week period ending September 2010, according to The NPD Group’s consumer tracking service.
Mr. Coffee is a brand of Jarden Corp.'s Jarden Consumer Solutions business.
“The single serve coffeemaker category has experienced unprecedented growth, particularly over the last 12 months, with a number of well-known brands unveiling new offerings,” stated Corey Jacobson, director of product marketing for the Mr. Coffee brand. “Our product is uniquely positioned within the sector, delivering the premium technology of Keurig’s patented, powerful brewing engine under the highly trusted, value-oriented Mr. Coffee brand.”
Jarden has high expectations for the new appliance's holiday performance, pointing to NPD data that shows 58% of U.S. single serve coffee machine sales are made in November and December.
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