The more I think about it I believe the following from the CC is telling us what GMCR is planning.
"flexibility to support anticipated new product launches."
As we know GMCR has patents for Vitaman enriched new products. Ramping up for this is not as easy as just adding new K-cup flavors imo. There would be certain fixed costs involved as well as PR, tasings,display costs etc
It's Top Secret so don't tell anybody, okay? The new experimental beverage is . . (drum roll) . . . a low wine "wash" which with the new machines will be distilled into 80 proof alcohol. I'm sampling some of the flavors right now and they're pretty good. In fact I can't seem to quit sampling the stuff. We're gonna make a fortune. I'm feeling really good about the future. Really good. I'm stuck between the apricot brandy and the chocolate liqueur. It's a one step liquor store in your home. Pour it in the side dispenser and hit the button. Getting plastered has never been easier.
Well, that's certainly got to be one of the most entertaining "first posts" I've seen here in a while. Welcome to the board, and if your scoop is accurate, I'll definitely be one of the first customers, lol
I, too, wondered to what they could be referring when they cited that as a reason for the lowered guidance. It can't just be the cost of rolling out new varieties of K-cups; it has to be something that would be expensive enough to negatively impact the bottom line in the short term.