Green Mountain Seeing Red On New Starbucks Plan (SBUX, GMCR)

Green Mountain Coffee Roasters Inc.

is getting hit hard in pre-market trading on a

that Starbucks

is going to enter the single-serve market. "Starbucks is currently exploring all options to expand its presence in the premium single-cup coffee category, beyond our initial entry with Starbucks Via Ready Brew," Starbucks spokeswoman Lara Wyss told Reuters in an interview. "Single-serve is still in the earliest stages and no clear delivery system has been established as the gold standard so it is important for us to look at all options," Wyss said. Shares of Green Mountain are down $1.96 to $41.50, a loss of 4.5% in pre-market trading.