Say goodbye to Green Mountain Coffee (GMCR): The coffeemakers has officially changed its name to Keurig Green Mountain.
Shareholders approved the name change last week after it was announced in January that the company wanted its brand to better reflect the single-cup Keurig coffee machines.
While a bit more difficult to pronounce and certainly a hit to its branding, the company formerly known as Green Mountain Coffee is instead focused on the future.
“Our new name better reflects who we are as a company today and captures our aspirations for the future,” said CEO Brian Kelley, in a statement.
The company will keep its stock ticker of GMCR.
In related news, the company is currently advancing operations on a machine for cold drinks dubbed Keurig Cold.
In February, Coca-Cola announced that it would be buying a 10% stake in the company for $1.25 billion.
The partnership would allow Coca-Cola to sell its beverage brands via the new machine to allow customers to create them at home.
GMCR stock is up 40% year to date.
Keurig Green Mountain sells Keurig Single Cup Brewers and Arabica bean coffees (including Fair Trade Certified and certified organic) and blends offered in K-Cup and Vue packs (single serve packs) for use with its Keurig Single Cup Brewers.
