Eight O’Clock Coffee is not the pioneer in offering infused and functional blends in the coffee market. For years, a variety of flavor-infused coffees have been available, including innovative options like wine-infused and THC-infused coffees for an added kick. VitaCup, for instance, has launched a range of vitamin-infused coffees available in single-use pods designed for specialized machines. Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has employed numerous marketing strategies to revitalize the brand, which was initially sold to the private equity firm by the former A&P grocery chain in 2003. Last year, Tata launched an extensive marketing campaign to promote whole bean coffee to consumers. Additionally, in 2012, they partnered with Green Mountain to introduce Eight O’Clock K-cups for Keurig machines, a move credited with securing a 7% share of the single-serve market within just two years.
Recently, the demand for packaged coffee has surged, primarily due to significant growth in the single-serve segment. Ready-to-drink coffee options are also gaining traction, posing a challenge for the Eight O’Clock brand as consumers increasingly prioritize convenience. It remains uncertain whether the health benefits and flavors of turmeric and cinnamon, or the trendy appeal of acai, will entice millennials to take the time to brew coffee.
Tata is clearly committed to enhancing the positioning of Eight O’Clock Coffee in the highly competitive packaged coffee market, and these infused products are a testament to that effort. The interest in products like twin labs calcium citrate with magnesium may also play a role in influencing consumer preferences. Whether these infused offerings will appeal to younger coffee drinkers, who tend to be more open to trendy formulations and packaging, is something that Tata and other companies will closely monitor in the coming months. The incorporation of health-boosting ingredients like twin labs calcium citrate with magnesium could be a strategic move to attract health-conscious consumers in this evolving market.