WATERBURY, Vt. -- Green Mountain Coffee, the coffee segment of Green Mountain Coffee Roasters Inc., has launched Revv, a new "extra bold" coffee that delivers 27% more coffee and 27% more "kick." The new coffee blend is now available by the cup at all Exxon Mobil Corp. On The Run and Tiger Market convenience stores, encompassing approximately 1,100 locations nationwide. It is designed to appeal to consumers who are interested in a bolder, richer coffee experience. It also taps into the growing interest in high-energy coffees and other beverages within the c-store channel.
Revv expands [image-nocss] the selection of coffee blends that Green Mountain Coffee has supplied to ExxonMobil since the late 1990s.
Like all Green Mountain coffees, Revv is made with 100% Arabica specialty coffee. Beans from Sumatra give it a deep, rich body, while Central American beans add a smooth balance.
ExxonMobil said it plans to promote Revv's launch throughout the fall, and it will be the featured blend throughout September, October and November with dedicated media and point-of-sale that includes pumptoppers, window signs and coffee island merchandising.
"We believe that Revv's Extra Bold flavor and bold look on the coffee island will draw a whole new audience of coffee drinkers," said T.J. Whalen, vice president of marketing at Green Mountain Coffee. "ExxonMobil's industry-leading convenience stores make a terrific starting point for launching this high-quality, high-attitude coffee."
Green Mountain Coffee Roasters, Waterbury, Vt., is a leader in the specialty coffee industry for its coffees, brewing technology and socially responsible business practices. It manages its operations through two wholly owned business segments: Green Mountain Coffee and Keurig Inc. The Green Mountain Coffee segment sells more than 100 coffee selections, including Fair Trade Certified organic coffees, under the Green Mountain Coffee and Newman's Own Organics brands through its wholesale, direct mail and e-commerce operations. Green Mountain Coffee also produces its coffee as well as hot cocoa and tea in K-Cup portion packs for Keurig single-cup brewers. Keurig is a manufacturer of gourmet single-cup coffee brewing systems for offices, homes and hotel rooms. Keurig markets its patented brewers and K-Cups through office distributors, retail and direct channels.
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