Waterbury, Vt.-based Green Mountain Coffee Roasters Inc. (GMCR) has changed its company name to Keurig Green Mountain Inc., effective immediately. Shareholders approved the new name at the company’s annual shareholder meeting last week. The company will retain its ticker symbol of GMCR on the NASDAQ stock exchange.

“Our new name better reflects who we are as a company today and captures our aspirations for the future,” Keurig Green Mountain President and Chief Executive Officer Brian Kelley said in a statement. “The name Keurig Green Mountain brings together our two strongest brands, Keurig and Green Mountain Coffee, into one single and powerful corporate identity that symbolizes the strength of our business and the unity of our team while also recognizing our strong heritage.”

The name of the company’s Canadian subsidiary, formerly GMCR Canada Holding Inc., also will change to Keurig Canada Inc., effective immediately. The company’s consumer-facing brands, including Keurig and Green Mountain Coffee, among others, will not change. Consumers will continue to be able to purchase these brands on retail shelves and online, it says.

In addition to a new name, the company created a new visual identity and website. Its new visual identity draws from elements of its former corporate visual identity as well as its Keurig brand identity.

For more information about the process leading to Keurig Green Mountain’s new visual identity, watch the video on the company’s newly branded website www.keuriggreenmountain.com.