The company's two key patents are set to expire in 2012, making the situation even more precarious. Recently, Kroger Co, a U.S.-based operator of supermarkets, announced its plan to sell its own brand of single-serve coffee pods. [ 1 ] This announcement led to a near 10% fall in GMCR's stock price since it was announced. The stock touched its 52-week low. GMCR is a dominant player controlling more than three-quarters of the U.S. single-serve coffee market and around 8% globally.