Starbucks (Nasdaq: SBUX ) is entering into the single-cup coffee machine business, hoping to bring its signature taste and brand straight to American households. The product will be called the Verismo, the company announced yesterday, and it enables users to use fresh milk via the company’s new “milk pods.” The machine will be offered in two different models, retailing for $199 and $399.
The coffee giant has taken notice as the craze over single-cup coffee makers has grown to a multibillion-dollar business annually, with sales growing more than 140% last year alone.
While previously Starbucks had partnered with Green Mountain Coffee Roasters (Nasdaq: GMCR ) on K-Cups for Green Mountain’s Keurig machines, the two coffee titans are now directly competing with one another. Starbucks plans to make its own cups for the Verismo, and Green Mountain’s CEO stated yesterday that his company would be releasing its own single-serve espresso machine.