Keurig, a brand synonymous with single-serve coffee at home, recently launched its own branded coffee pods for the first time in its more than three-decade history. The Keurig Coffee Collective is a premium line designed to attract more consumers to the brand and cater to the growing demand for high-quality brews.
Christine van den Broeck, vice president of Keurig Brand Marketing at Keurig Dr Pepper, stated, “It felt like a very natural evolution to shift from coffee makers into coffee. But we absolutely want consumers to understand that it isn’t just another coffee.”
After years of holding off on introducing a Keurig coffee brand, the company wanted to ensure that the Keurig name had the strength and brand recognition to successfully launch a coffee product. With over 80 coffee brands on its platform, Keurig has now entered the coffee market with its premium Coffee Collective line, offering unique blends created by internal coffee experts.
The packaging of the Keurig Coffee Collective pods is designed to stand out in the market, with a golden-colored box highlighting the product’s unique features and flavor profiles. The brand aims to bring a premium feel to the packaging to differentiate itself from competitors.
Van den Broeck mentioned that initial results for the Keurig Coffee Collective have been promising, with plans to introduce more flavors, including seasonal and culturally relevant offerings in the future. The new line is expected to enhance Keurig’s coffee credentials and attract more consumers to its brewing systems.
With the Keurig equity serving as a valuable asset, the company believes that launching its own coffee line in the premium segment is a strategic move that aligns with consumer preferences. The brand’s power and equity have allowed Keurig to compete effectively in the coffee market and establish itself as a coffee master.