VPS Vermont Pure Holdings Ltd

WATERTOWN, Conn., April 12 /PRNewswire/ -- Crystal Rock, the largest independent bottler and distributor of water in the Northeast, announces its new product line of Cool Beans coffee. To get customers excited about the new line, a free trial of Cool Beans coffee is now available at iwantcoolbeans.com.

As a 96-year old company, Crystal Rock continues to innovate and expand complementary product offerings that support the growing demand of its diverse customers. Cool Beans coffee provides a unique alternative to many coffee choices in the market, with a wide selection of premium roasts, custom flavors and traditional favorites -- specialty coffees at competitive prices.

"We've been providing water products and services to our customers since 1914, and today, we have our own line of coffee to give those customers even more ways to enjoy their day," stated Peter Baker, President & CEO, Crystal Rock. "We're offering free trials and samples of Cool Beans to everyone, as it is consistent with our philosophy of simplicity, friendliness and added value."

The coffee line will initially be marketed through Crystal Rock's existing customer base of more than 100,000 homes and offices throughout Connecticut, Massachusetts, Rhode Island, Vermont, New Hampshire, Maine, New York and New Jersey. It will also be available to Connecticut baseball fans as the Official Coffee of the New Britain Rock Cats - the Eastern League Double A affiliate of the Minnesota Twins. In the near future, Crystal Rock will be expanding distribution of Cool Beans coffee into new channels, including convenience stores.

Cool Beans coffee varieties are offered in pod and fractional packs for regular, decaf, Colombian and flavored varieties. The initial line includes 21 varieties, all of which are roasted using Cool Beans' proprietary roast profiles. Plans include the addition of more flavors and organic trade choices in the coming months.

The Cool Beans brand joins the Crystal Rock Bottled Water and Vermont Pure Natural Spring Water brands as Crystal Rock-operated product offerings.  

The Cool Beans brand, positioning and marketing was developed by The Worx Group, a nationally-recognized brand communications firm and marketing agency of record for Crystal Rock.

About Crystal Rock

Vermont Pure Holdings, Ltd. (AMEX: VPS), the largest independent home and office distributor of its kind in the United States, markets water, coffee and other home and office refreshment products throughout the Northeast through its subsidiary Crystal Rock LLC. The Company bottles and distributes natural spring water under the Vermont Pure® brand and purified water with minerals added under the Crystal Rock® label. The majority of its sales are derived from a route distribution system that delivers water in 3- to 5-gallon reusable and recyclable bottles. The Company continues to set high standards in the bottled water industry through its technical innovation, commitment to the environment and by integrating its family roots into relationships with employees and customers. More information is available at www.crystalrock.com.

SOURCE Crystal Rock LLC