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The company best known for its single-cup brewers has been reeling since introducing the Keurig 2.0 platform that has irked java sippers with its restrictive label-scanning technology.

Its shares are down 53 percent over the past year.

The Kold machine so far has proved costly for Keurig, with chief executive Brian Kelley telling analysts on a conference call on Tuesday that the company will invest more than $100 million in its development this fiscal year. The disclosure for this purchase can be found here.

In early trading on Thursday, shares of Netflix (NFLX) topped the list of the day’s best performing components of the Nasdaq 100 index, trading up 3.5%.