In the latest step away from its traditional business, Coca-Cola (KO) is moving out of the vending machine and into your kitchen. The legendary soda maker has signed a 10-year partnership agreement with Green Mountain Coffee Roasters (GMCR) to sell Coke products that are compatible with an at home beverage system set for release later this year. Most consumers are already familiar with Green Mountain through its revolutionary Keurig single-serving coffee machines.
The $1.2 billion agreement is Coke’s latest effort to broaden its product offerings beyond fountain drinks and bottles it's been selling for almost 120 years. Coke’s portfolio already includes brands like Sprite, Minute Maid, Powerade and Vitaminwater, which Coke picked up when it bought Glaceau for $4.1 billion in 2007. These offerings are one reason Coke has been able to consistently grow revenues despite the carbonated beverage market shrinking for the last 8 years.