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Green Mountain Coffee Roasters Goes Extra Bold with New Collection of Gourmet K-Cups

Other Topics: Special Blend Coffee, Coffee Franchise, Coffee Growers Insurance

Green Mountain Coffee Roasters, Inc.
March 26, 2007

New Extra Bold Collection Brings the World’s Premium and Distinctive Coffees to Keurig’s Single-Cup Brewers

Waterbury, VT -- Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR) today introduced its expanded line of Extra Bold K-Cups® for use in Keurig’s Single-Cup brewing system. The Extra Bold Collection now includes three new additions: 10% Kona Coffee Blend, Kenyan AA and Fair Trade Certified™ Organic Espresso Blend. The new coffees will be available through wholesale, office coffee service distributors and on the web at www.GreenMountainCoffee.com/ExtraBold.

The new Extra Bold varieties enhance Green Mountain Coffee Roasters’ extensive selection of K-Cups for Keurig’s Single-Cup brewers. The Extra Bold K-Cups contain over 20 percent more ground coffee than regular K-Cups, producing a more robust cup of coffee at the touch of a button. Green Mountain Coffee Roasters’ Extra Bold Collection also includes two previously launched varieties: Dark Magic® and Fair Trade Certified™ Organic Sumatran Reserve. The newly expanded collection is being celebrated with new packaging that reflects the high quality of the Extra Bold line.

The new Extra Bold K-Cups are created from some of the most distinctive and award-winning coffees offered by Green Mountain Coffee Roasters:

10% Kona Coffee Blend is smooth and graceful with the sweet enchantment of Kona coffee from the big island of Hawaii. High elevation beans from other origins are carefully selected to complement Kona’s delicate aroma and flavor.

Kenyan AA, an excellent introduction to African coffees, is fruity and winey, with medium to heavy body and a rich blackberry finish. From the slopes of Mt. Kenya, the Kenyan coffee farmers patiently nurture coffee trees that produce some of the world’s best coffee beans.

Fair Trade Certified™ Organic Espresso Blend, Green Mountain Coffee Roasters’ darkest Extra Bold K-Cup, is sourced from several small-farmer cooperatives in Indonesia and the Americas to display both balance and intensity. Organic Espresso Blend is deep, dark and dynamic with toasty aromatics, heavy body and a sweet finish.

“Our consumers love our Extra Bold K-Cups because they combine great tasting coffee with the convenience of the Keurig Single-Cup brewing system,” says Robert Stiller, President and CEO of Green Mountain Coffee Roasters. “By creating the new Extra Bold Collection, we’re giving coffee lovers who prefer a richer, full-bodied cup of coffee an even wider selection to choose from and a more satisfying coffee experience.”

Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR) is recognized as a leader in the specialty coffee industry for its award-winning coffees and successful business practices. The Company sells over 100 high quality selections, including Fair Trade Certified™ and organic coffees under the Green Mountain Coffee Roasters® and Newman's Own® Organics brands. While the majority of the Company's revenue is derived from its wholesale, direct mail, and e-commerce operations (www.GreenMountainCoffee.com), it also owns Keurig, Incorporated, a pioneer and leading manufacturer of gourmet single-cup brewing systems. Green Mountain Coffee Roasters has been ranked No. 1 on the list of "100 Best Corporate Citizens" for the past two years, and has been recognized repeatedly by Forbes, Fortune Small Business, and the Society of Human Resource Management as an innovative, high-growth, socially responsible company.
 

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