READING, Mass. – November 15, 2010 – Keurig®, Incorporated, a wholly-owned subsidiary of Green Mountain Coffee Roasters, Inc. and the leading dollar sales brand of coffeemakers in the U.S, today unveils its new website, reinforcing its brand positioning as the leader in coffee brewing and single-cup brewing systems.

“The new site transforms the Keurig consumer experience online for our more than 1 million monthly visitors”, said Tammy Hegarty, Keurig Director of Consumer Direct and Digital Marketing, “and makes it easier for consumers to explore the Keurig brand, learn about and shop over 250 K-Cup® portion pack varieties including gourmet coffee, tea, hot cocoa and other specialty beverages while comparing and contrasting an array of Keurig single-cup brewing systems to discover the products that are perfect for them.” The new site also makes it even easier to engage and participate in the community of Keurig enthusiasts with social sharing tools.

The site redesign features new ways to shop and learn about Keurig supported by cutting edge eCommerce and content management systems that leverage our integrated enterprise and financial supply chain systems.

New Keurig.com highlights include:

New look and feel that reflects the Keurig brand.

Enhanced search allowing consumers to easily find their favorite K-Cup® portion packs by refining their search by options such as brand, roast and type highlighted visually through beautiful K-Cup artwork or by using the keyword search at the top of every page.

New comparison tools: Use the new drag and drop brewer comparison wizard for a side-by-side comparison of brewer features and specifications to find the perfect fit.

Store locator: Positioned within the site to make it as easy as possible to purchase Keurig products online or at thousands of retail locations in both the U.S. and Canada.

Consumer engagement tools including product ratings and review, and a social media share bar integrated into the website to streamline sharing consumer product passion on Facebook, Twitter and other social media channels.

Fun and interactive experience: Visit the Explore area to review and print delicious recipes, view product demos, indulge in love letters from fans and learn about seasonal offerings (Note: Make sure you look for the “tree”!)

Improved loyalty program: Keurig’s Coffee Club program awards 1 point for every K-Cup purchased on Keurig.com, starting with the first order. There are now expanded ways for the more than 1 million online members to redeem points and it is easy to trade in points for 50% off a selection of products.

The creative vision and function that a new website demands can seem overwhelming without the collaborative thought of strategic partners.

“We had the pleasure of working side-by-side with both Brand Content and Competitive Computing (C2), to make our dream a reality,” Hegarty noted. “Brand Content’s mission was to innovate and convey a multi-channel brand experience with the clear intention of capturing the undeniable presence of the Keurig brand in stores, on television, in the office and at home while C2 had to skillfully integrate these objectives into a functioning, scalable and intuitive e-Commerce product. Clearly, their contributions were successful.”

“It was important for us to introduce a revitalized design that seamlessly complemented the Keurig brand. Simple, elegant, fresh and intuitive are among the attributes we worked toward as we developed the site,” said Doug Gladstone, CEO and Chief Creative Officer of Brand Content. “We felt that Keurig.com should reflect the Keurig brand and be the hallmark of the brand in the interactive space. The newly launched Keurig.com clearly embodies this.”

Carolyn Edwards, CEO of C2, commented, “The integration of content management and e-commerce technology enables Keurig to provide its customers a rich, multi-brand shopping experience. It was a delicate dance between function and aesthetic that allowed us to help create a website that can scale to meet the needs of the growing company while still staying pace with advances in on-line technologies.”

The new site design strengthens Keurig’s long-standing leadership position in both customer service and e-commerce. In fact, Keurig has greater than 90 percent customer satisfaction ratings on its top models. In May 2010, Keurig was named the #5 e-tailer for customer satisfaction by the ForeSee Top 100 Online Retail Satisfaction Index. For more information, please visit www.keurig.com.

About Keurig, Incorporated® and Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR)
Keurig, Incorporated, a wholly-owned subsidiary of Green Mountain Coffee Roasters, Inc., is a pioneer and leading manufacturer of single-cup brewing systems. Keurig's proprietary brewing system combines a pressurized hot water brewer with multiple varieties of K-Cup® portion packs, which feature a patented design that preserves the freshness of gourmet coffee and tea. Through licensing agreements, Keurig offers more than 200 varieties of premium branded coffees and teas in K-Cups. More than 3 billion cups of Keurig Brewed® coffee and tea have been enjoyed since 1998. For more information, please visit www.keurig.com or call 888-CUP-BREW

As a leader in the specialty coffee industry, Green Mountain Coffee Roasters, Inc. is recognized for its award-winning coffees, innovative brewing technology, and socially responsible business practices. GMCR’s operations are managed through two business units. The Specialty Coffee business unit produces coffee, tea and hot cocoa from its family of brands, including Tully’s Coffee®, Green Mountain Coffee®, Newman’s Own® Organics coffee and Timothy’s World Coffee®. The Keurig business unit is a pioneer and leading manufacturer of gourmet single-cup brewing systems. K-Cup® portion packs for Keurig® Single-Cup Brewers are produced by a variety of licensed roasters, including Green Mountain Coffee, Tully’s Coffee and Timothy’s. GMCR supports local and global communities by offsetting 100% of its direct greenhouse gas emissions, investing in Fair Trade Certified™ coffee, and donating at least five percent of its pre-tax profits to social and environmental projects. Visit www.gmcr.com for more information.

GMCR routinely posts information that may be of importance to investors in the Investor Relations section of its web site, including news releases and its complete financial statements, as filed with the SEC. GMCR encourages investors to consult this section of its web site regularly for important information and news. Additionally, by subscribing to GMCR’s automatic email news release delivery, individuals can receive news directly from GMCR as it is released.

About Brand Content
Brand Content is an experienced brand strategy and creative advertising agency focused on consumer communications. They excel in building and sustaining brands for companies with innovative work that drives consumer behavior. Contact: Brand Content: Elizabeth Hennigan 617-338-9111

About Competitive Computing
Competitive Computing (C2) is a premiere technology services firm and recognized leader in assisting clients leverage advanced technology solutions that create competitive advantage. Specializing in internet-based business and enterprise infrastructure solutions, C2 provides a full range of consulting and engineering services including Multi-Channel Commerce, SharePoint Collaboration Portals, Enterprise Technology Infrastructure and Mission-Critical Support Services. For more information, please visit www.competitive.com

Contacts:
Jennifer Graham
C2 Marketing Communications
802-764-1700
jennifer.graham@competitive.com

Jennifer George
MS&L Worldwide Public Relations for Keurig
617-369-8711
jennifer.george@mslworldwide.com

For more information, email us at info@competitive.com
or give us a call: 802.764.1700