LOS ANGELES -- Marley Coffee said it has distributed more than 500,000 of its new Marley Coffee Real Cups single-cup portion packs in its first month. The new line went on sale in mid-November.
Real Cups, compatible with most Keurig machines, are now available both in the U.S. and Canada, and reportedly represent the fastest-moving product in the company's history.
Marley Coffee currently offers four Real Cup varieties in 24 packs: Get Up, Stand Up (light roast), One Love 100% Ethiopia Yirgacheffe (medium), Lively Up 5 Bean Espresso (medium dark), and Talkin' Blues 100% Jamaica Blue Mountain (medium). It will add 12-packs beginning in March 2013, and plans are in the works for a 36-count variety pack.
Rohan Marley, chairman and founder of Marley Coffee, said the company's Talkin' Blues 100% Jamaican Blue Mountain Real Cups, made with beans from its Marley Family estate in Jamaica, have been the top-selling item that customers are reordering. "My objective has always been to move Jamaican Blue Mountain from being a niche item within the coffee industry to something that can be enjoyed ubiquitously by all people," he said. "We thought it would take time for this to happen, but distribution has exceeded my expectations."
Brent Toevs, chief executive of Marley Coffee, attributed the company's early success with Real Cups to its distribution strategy of selling them to both retailers and distributors.
"Many people have been limited by access to the single-serve market and we want to make sure our product is available to anyone to purchase," he emphasized. "Our goal is to build relationships with everyone without restrictions. We won't depend on lengthy contracts that could possibly limit our customer's opportunity to leverage our products for success."
Marley Coffee is also available for OCS in fraction packages, single-serve pods and portion packs, and for full-line vending through branded machines.