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NEW YORK (AP) – Starbucks Corp. is about to turn up the heat on the single-serve coffee market, and someone might get burned.

The Seattle-based company says it will start selling its new single-serve brewer online this week for $199. It plans to start selling the machine in its ubiquitous cafes next month.

The arrival of the Verismo, which was announced earlier this year, comes amid intensifying competition in the rapidly growing market for single-serve brewers and the coffee pods they use.

Starbucks’ decision to sell its own brewer comes just about a year after it struck a deal with Green Mountain Coffee Roasters Inc. to make coffee pods for Keurig machines.