Keurig says its next generation of single-serve coffee makers will contain protection against the generic, cheaper refill cups that have gained seen a rise in popularity since patents protecting the K-cup technology expired in 2012. Keurig 2.0 machines, set to appear in stores this year, will offer a 28-ounce serving size as well as technology designed to prevent unlicensed K-cups from working with the devices.

CEO Brian Kelley said on an earnings call that the change will "ensure the system delivers on the promise of excellent quality beverages produced simply and consistently every time."

Treehouse Foods, for one, is unhappy with the plan and has filed suit against Keurig's parent company Green Mountain Coffee for anticompetetive business practices.