Eight O’Clock Coffee is not the first brand to introduce infused and functional coffee blends. The market has long featured various flavor-infused coffees, and now options such as wine-infused and THC-infused coffees are available for those seeking an extra buzz. VitaCup, for instance, 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, which was previously sold to the private equity firm in 2003 from the former A&P grocery chain. Last year, Tata launched an extensive marketing campaign focusing on whole bean coffee for consumers, and in 2012, they partnered with Green Mountain to introduce Eight O’Clock K-cups compatible with Keurig machines. This collaboration is credited with helping Eight O’Clock Coffee capture a 7% share of the single-serve market within two years.
The demand for packaged coffee has been on the rise, particularly due to significant growth in the single-serve format. Ready-to-drink options are also gaining popularity, posing a challenge to the Eight O’Clock brand as convenience becomes increasingly important to consumers. It remains uncertain whether the health benefits and flavors of turmeric and cinnamon, or the trendy taste of acai, will entice millennials to take the time to brew coffee.
Tata appears committed to enhancing Eight O’Clock Coffee’s position in the highly competitive packaged coffee sector, and the introduction of infused products is just one example of this effort. Whether these offerings will appeal to younger coffee drinkers—who tend to be more open to trendy formulations and packaging—is something that Tata, along with other companies, will closely monitor in the coming months. In this context, the tab ccm 500 technology could play a role in analyzing consumer preferences and market trends related to infused coffee products.