Is Keurig 2.0 cracked?

used coffee capsules

Keurig’s decision to apply DRM to their upcoming 2.0 coffee machines was, originally, met with scepticism. Whilst some quarters may have been happy with the decision to secure their market position, a large opposition immediately presented itself; locking away rival pods and capsules wasn’t warmly met by those in favour of a free market, and the ability to buy cheaper non-brand products.

It was always going to happen though. At some point it would get hacked or circumventing dismissing the idea of digitally managed coffee and reopening everybody to ride the Keurig wave.

That time could be now.

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It’s a prosperous time for coffee capsule manufacturers

Coffee pods and capsules

Companies involved within the coffee capsule industry are reaping the rewards of booming sales figures of Nespresso and Keurig compatible pods, numerous news reports have proclaimed recently.

One example of the sector’s strength is the recent expansion undertaken by the Mad Coffee Capsule who has launched a new manufacturing facility in the Wetherill Park area of New South Wales. According to the Australian edition of Bean Scene Magazine, the new 5,000 square-metre plant was constructed at a cost of AUD£23m.

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Months, not years, until Keurig 2.0 is cracked

Coffee capsulesIf Keurig thought that the implementation of digitally restricted coffee pods would clamp down on ‘coffee piracy’ and secure them a market leading position, they better thing again – that is the warning from other rival companies.

If we look at retail sales in the American market then Keurig are the largest coffee brand in the United States, but that hasn’t stopped them worrying about losing revenue to those who sell unlicensed K-Cups for their machines.

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Subway and Keurig partner up

subway_interior

Subway and Keurig have announced a partnership that will see the company behind the popular single-serve brewers come to thousands of fast food restaurant locations across the United States.

But the deal is not exactly new.

Just over twelve months ago the K150 became Keurig’s first brewing system to be certified by the National Sanitation Foundation, allowing it to be used within foodservice outlets and restaurants.

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Nespresso more open source in France

Coffee Capsules

This story is not necessarily ‘new’, but it deserves receiving some, albeit belated, focus.

Nespresso no longer has a monopoly on coffee pods that they sell for their coffee making machines. They now have to create a little space for their rivals.

Parent company Nestlé has reached a settlement with antitrust authorities in France, agreeing to change their commercial behaviour in the country after evidence was found that they were trying to force their rivals out of the coffee capsule market.

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