Industry News | September 5, 2008

Green Mountain Coffee Rolls out New Blend for Exxon/Mobil

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-There’s a new fuel at your local Exxon and Mobil convenience stores. Green Mountain Coffee, the coffee segment of Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR), announces the launch of Revv™, a new Extra Bold coffee that delivers 27% more coffee and 27% more kick. The new coffee blend is now available by the cup at all On The Run and Tiger Market convenience stores, encompassing approximately 1,100 locations nationwide.

Revv expands the selection of coffee blends that Green Mountain Coffee has supplied to ExxonMobil since the late 1990s. It is designed to appeal to consumers who are interested in a bolder, richer coffee experience. It also taps into the growing interest in high-energy coffees and other beverages within the convenience store channel.

Like all Green Mountain coffees, Revv is made with 100 percent Arabica specialty coffee. Beans from Sumatra give it a deep, rich body, while Central American beans add a smooth balance.

Says Lindsey Bolger, Director of Coffee Sourcing and Relationships at Green Mountain Coffee, “Our goal was to create an intense coffee experience without compromising on quality. Revv’s blend of medium and dark roasted coffees is every bit delicious as it is invigorating.”

“We believe that Revv’s Extra Bold flavor and bold look on the coffee island will draw a whole new audience of coffee drinkers and knock the socks off our loyal consumers who drink their coffee on the go,” said T.J. Whalen, VP of Marketing at Green Mountain Coffee.

ExxonMobil plans to promote Revv’s launch throughout the fall and will be the featured blend throughout September, October, and November with dedicated media and point-of-sale that includes pump toppers, window signs, and coffee island merchandising.