Keurig Teams With Hugh Jackman To Launch Laughing Man Coffee

Keurig Green Mountain has launched Laughing Man coffee for its hot brewing system. Laughing Man was co-founded by actor Hugh Jackman, who continues to be involved with the brand, working with Keurig on its development, the company said.

Laughing Man K-Cup pods are now available on Keurig.com. The four varieties at launch include two of Laughing Man Café’s blends, crafted in collaboration with Keurig’s coffee department: Dukale’s Blend, a dark roast coffee, and 184 Duane St. Blend, a light roast. The line also includes Ethiopia Sidama, a sweet, aromatic light roast and Colombia Huila, a complex dark roast with notes of black cherry and dark chocolate.

Laughing Man coffee is said to be the result of an inspiring visit to Ethiopia, where Jackman met a young coffee farmer named Dukale. Inspired by Dukale’s optimism and determination, Jackman opened the Laughing Man café, a small storefront offering responsibly-sourced coffees. Last year, Keurig acquired the Laughing Man brand from Laughing Man Worldwide. All Laughing Man coffees are Fair Trade certified and a portion of sales will go to support Jackman’s Laughing Man Foundation, whose mission is to encourage collective action, personal initiative and community awareness in underserved populations throughout the world.

The story of Laughing Man is told in an upcoming documentary film, “Dukale’s Dream.” The film will open in select theaters today and will be available on video on demand beginning July 14.

“We started Laughing Man to fulfill a promise I made to share the amazing story of an Ethiopian coffee farmer named Dukale,” said Jackman, a partner of Laughing Man Worldwide. “Six years later, it’s humbling to know, through this agreement, Dukale’s exceptional coffee, among other Laughing Man products, will be enjoyed through the convenience of the Keurig brewing system.”

“The origins of Laughing Man truly resonate with the values we hold here at Keurig,” said John Whoriskey, president, U.S. sales and marketing at Keurig. “We are absolutely thrilled to bring this inspiring story and artfully crafted coffee to even more people through the Keurig system.”

Keurig noted that while Laughing Man coffees are available exclusively on its site, it plans to expand the line to retail by the end of 2015. Laughing Man coffees are available in 3-, 10- and 16-count boxes of K-Cup pods for an SRP of $2.49, $9.99 and $12.99, respectively.