Keurig’s new machine prompts questions, concerns

Offices and homes around the world are likely familiar with Keurig, the brand that makes instant coffee machines and the tiny “K-Cups” that can be used for brewing. But the company is facing challenges to its brand supremacy as competitors have attempted to make rival cups that can be used in the same machines.

As TIME magazine recently noted, the problem with this stems from Keurig’s patent for K-cup technology, which expired two years ago, allowing other companies to hone in on the brand. Though the company still has a strong hold on its industry, this intrusion has led to an adjustment for the upcoming Keurig 2.0, which will only recognize cups that come from the manufacturer.

Because it is technically not illegal for other companies to produce K-cups for these machines, there has been legal action from one producer against Keurig. If this company ends up having to continue being exclusive, the pods that are made for this system will need coffee labels that identify them as such.

Another aspect of the new Keurig device that has people talking is its supposed ability to utilize smart technology that records user preferences. But in an interview with the Digital Journal, Keurig’s Dave Manly dispelled the myths around this idea.

“Instead, consumers can specify the size, strength and number of cups they want, and program a ‘favorite’ from these preferences,” he said. “The Keurig® 2.0 brewing system will store these preferences for future use.”

The coffee industry may lead to considerations for companies who need to widen their customer base and stay in touch with modern technology. Whether this depends on the promotional labels or other packaging, proper label applicators may be needed to keep operations running.