Another area of growth is consumer packaged goods, such as coffee beans and branded K-Cups, which piggyback off the success of Keurig Green Mountain 's Keurig home-brewing machines. During Starbucks' second-quarter conference call, CEO Howard Schultz noted that his company was the "No. 1 premium coffee brand in the K-Cup category," with more than 2.5 billion K-Cup pack shipments since launch.