Green Mountain dominates the single-serve coffee market with its popular Keurig brewers and K-Cups, the little plastic pods that now come in over 200 licensed varieties. The rise of Keurig has even prompted brands like Starbucks, Folgers, and Dunkin Donuts to release their own K-Cups, which users insert into the Keurig each time they want a cup of coffee. That gave competitors the opportunity to produce generic K-Cups and price them lower than Green Mountains official line. But Green Mountain wants to put a stop to that momentum.
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