NEW YORK — Starbucks Corp. is about to turn up the heat on the single-serve coffee market.
The Seattle company said it will start selling its new single-serve brewer online this week for $199. It plans to start selling the machine in its ubiquitous cafes next month.
The arrival of the Verismo, disclosed earlier this year, comes amid intensifying competition in the growing market for single-serve brewers and the coffee pods they use.
The market was pioneered by Green Mountain Coffee Roasters Inc., which enjoyed soaring sales after its acquisition of the Keurig brand machine in 2006. But this month, the company’s patent on its K-cup technology expired.
Starbucks’ decision to sell its own brewer comes just about a year after it struck a deal with Green Mountain to make coffee pods for Keurig machines. Starbucks’ chief Howard Schultz said the relationship with Green Mountain will continue.