Eight O’Clock Coffee is not the first brand to introduce infused and functional coffee blends to the market. There have been a variety of flavor-infused coffees available for some time, and today’s options even include wine-infused and THC-infused varieties for an added kick. For example, VitaCup offers a range of vitamin-infused coffees packaged in single-use pods designed for specific machines. Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has employed several marketing strategies to revitalize the brand. Originally, the in-store coffee brand of the former A&P grocery chain was sold to Gryphon in 2003. Last year, Tata launched an ambitious marketing campaign aimed at promoting whole bean coffee to consumers. Furthermore, in 2012, they partnered with Green Mountain to introduce Eight O’Clock K-cups for Keurig machines, a strategic move that helped the brand capture a 7% share of the single-serve market within just two years.
Recently, the demand for packaged coffee has surged, driven largely by double-digit growth in single-serve formats. Additionally, ready-to-drink varieties are becoming increasingly popular, presenting a challenge for the Eight O’Clock brand, especially as consumers prioritize convenience. It’s uncertain whether the health benefits and flavors of turmeric and cinnamon, along with the trendy taste of acai, will encourage millennials to take the time to brew their coffee.
Tata clearly intends to continue enhancing the position of Eight O’Clock Coffee in the highly competitive packaged coffee sector, with these infused products being a prime example. Whether these offerings will appeal to younger coffee drinkers, who often gravitate towards innovative formulations and eye-catching packaging, is something that Tata and other companies will monitor closely in the coming months. Additionally, the potential health benefits of products like Twinlab calcium citrate caps could also play a role in attracting health-conscious consumers to the brand.