Green Mountain Coffee Roasters (GMCR), the maker of Keurig coffee brewers and K-Cups, fell 12% on Tuesday after an analysis indicated that K-Cups are losing market share in their category. A Bloomberg analyst reportedly said that the company’s market share fell 0.3% in the four weeks that ended on Nov. 27, and the price of K-Cups fell 1% over that period.
Green Mountain stock has been on a roller coaster for the past few months, following a presentation by activist investor David Einhorn criticizing the company at an investor conference in October.
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