Keurig controversy

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FORT MYERS, Fla. – The new Keurig 2.0 requires coffee drinkers purchase only Keurig recognized brands.

Many caffeine junkies admit to owning a Keurig, but the new machine the Keurig 2.0 requires people to purchase the ‘K-Cup’ or the Keurig recognized single cups.

According to the company’s website the machine, “will feature specially designed interactive technology allowing the brewer to read information about the inserted Keurig pack. With this interactive capability, Keurig 2.0 brewers will “know” the optimal settings for the inserted Keurig pack, for a perfect beverage every time, whether a single cup or a carafe.”

The new technology reads the label on the single cup, and if you use an old ‘K-Cup’ or generic brand it will not brew the coffee. The new labels all have a white ring around them, and that is how the Keurig recognizes the brand.

WINK News talked to coffee lovers downtown Wednesday to see what they had to say about the new version.

“I bought a new version, and when my daughter told me I would have to be forced to use the new K-Cups, I took it back because I don’t like to be forced into doing anything,” said Chris Koh. It’s ridiculous, you know you shouldn’t be forced into doing something you don’t want to do…Just for Keurig to make more money.”

“That’s controlling the market,” said Ben Feldman. “That’s the way some businesses operate…It’s smart on their part, but if you want something else, what do you do?”

However, some Keurig users like Laura Streyffeler said they do not mind.

“I like the K-Cups so I don’t think that would be a problem,” said Stryffeler.

WINK News price compared the generic brands versus the Keurig brand. A 12-pack of the Keuring cups cost roughly $8.99; a 12-pack of the generic cups cost about $5.99.

Meanwhile, WINK News contacted Keurig, and they sent us this response.

We’ve gone to extensive lengths to ensure that our Keurig 2.0 system, our most technically complex system yet, keeps our promise of simplicity and quality.  Our interactive Keurig 2.0 Brewing Technology™ is what enables that simplicity by recognizing each inserted pack and brewing the perfect beverage every time.  Going through the process to “hack” the system inherently adds complexity to a process we’ve designed to be simple for consumers.  With 400 varieties from 60 brands, including all of the top 10 best-selling coffee brands in America, we’re confident we have a wide range of beverage choices that will suit every taste. 

A quick online search using the phrase, ‘Keurig K-Cup Hacks’ popped up dozens of videos, with hackers showing you how to use a generic cup on the Keurig 2.0. In one video, you see someone peel the label off a new K-Cup and tape part of it to the top of the machine. The hacker claimed it tricked the machine into thinking the cup you use is a Keurig cup.

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