Say goodbye to Green Mountain Coffee (GMCR): The coffeemakers has officially changed its name to Keurig Green Mountain.
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.