I know we have a lot of Keurig fans here, and while I still think K-Cups are one of the most expensive ways to home-brew coffee, even my husband enjoys picking these up when they’re a bargain with coupons. If you’ve been on the fence about getting a Keurig, you might want to pick one up before the new Keurig 2.0 machines come out. They’ll feature a Digital Rights Management system that “reads” the kind of K-Cup being placed in the machine, and if it’s not a genuine Keurig brand, the machine will not brew it.
From CNET:
In an effort to reclaim control over the single-serve coffee market, Keurig parent company Green Mountain Coffee Roasters’ new generation of “Keurig 2.0” brewers will include interactive readers programmed to work only with Keurig-licensed K-Cups. The company confirmed the news in a recent earnings call, as reported by Techdirt. The new brewers are due out in stores later this year.… the recent surge in unlicensed competitor cups has brought more options and better prices, with companies like Panera forgoing Keurig’s licensing fee and passing (at least some) of the savings on to the consumer. Why would anybody switch to something that’s more restricted?
That’s a question that Green Mountain must answer in 2014, as they’ll need to convince consumers that Keurig 2.0 represents a legitimate upgrade and not a power grab designed to freeze competition out of the market, as Grove Square single-serve coffee distributor Treehouse Foods alleged in a recent lawsuit. Green Mountain CEO Brian Kelley claims that the DRM-style protections are designed “to ensure the system delivers on the promise of excellent quality beverages produced simply and consistently every brew every time.”
The “quality” argument will have to suffice, because with less varieties of coffee for consumers to choose from, Keurig 2.0 won’t be able to boast about quantity.
This move will likely lock out the aftermarket reusable K-Cup filters too like the Ekobrew, which has long been my husband’s favorite way to use his Keurig. He likes the freedom of being able to brew any brand of coffee he likes, with the benefit of the single-cup quick brewing of the Keurig.
Kari O. says
I guess I’ll be buying a Keurig sooner than later. I’d hate to think they would control what kcups I choose to use. I imagine their will be a new demand to “jailbreak” keurig machines just like iphones. lol
mickeyd says
I’ve had and loved my Keurig for a long, long time and, for the most part, use what would be considered “Keurig” approved k-cups so the change wouldn’t really impact me but I’m just offended but the blatant power grab involved. The cost of k-cups has gone up dramatically in the time I’ve had it, with Green Mountain leading the high price charge. I’m wondering whether I should pick up a spare Keurig now (on sale with a coupon, of course!) so that when the one I have now dies I won’t be forced into the new system. Can’t see how this can bring anything but backlash to Keurig.
SSMark1 says
We had a Keurig go bad due to hard water mineral deposits and it fried the machine. We tried everything to fix it. They ended sending us a whole new unit for free. They require you to send back the small part in the front that holds the K-Cup making the old unit worthless.
I have to assume the new units for replacement will be the 2.0 variety. If someone could manufacture that part, they’d make a killing, but it’s probably protected and Keurig can only make them. I’m assuming that is the part that has been modified for the 2.0 machines.
kkris812 says
Doesn’t really make sense.
Keurig markets themselves with the choices you can have with their brewers like DD, Starbucks, Cafe Escapes, etc.
J.R. says
The whole idea of DRM in consumer products should fall under RICO laws.
I don’t care if it’s overpriced coffee, printer ink, or anything else. Patents protect new inventions. This is nothing but corporate greed. I’d tell Keurig where they can stuff their new machines!
mburke221 says
I heard on the radio this morning that Keurig is raising their prices on K-Cups by 9% on November 1. First they announce their new 2.0 machine that will only accept Keurig branded K-Cups, and now they announce a 9% price increase that the people who own the 2.0 machines won’t be able to avoid!