Eight O’Clock Coffee is not the pioneer in offering infused and functional coffee blends. The market has seen various flavor-infused coffees for quite some time, and now options like wine-infused and THC-infused coffees are available for those seeking an added kick. Additionally, VitaCup has introduced a range of vitamin-infused coffees packed in single-use pods designed for specialized machines. Since acquiring the brand from Gryphon Investors in 2006, Tata Global Beverages has employed multiple marketing strategies to revitalize Eight O’Clock Coffee. The brand, which was originally part of the A&P grocery chain, was sold to the private equity firm in 2003. Last year, Tata launched an extensive marketing campaign aimed at promoting whole bean coffee to consumers. In 2012, they partnered with Green Mountain to introduce Eight O’Clock K-Cups for Keurig machines. This strategic move is credited with helping Eight O’Clock Coffee capture a 7% share of the single-serve market within just two years.
Recently, the demand for packaged coffee has surged, primarily driven by double-digit growth in the single-serve format. Ready-to-drink options are also gaining traction, posing a challenge to the Eight O’Clock brand as consumers increasingly prioritize convenience. It’s uncertain whether the health benefits and flavors of turmeric and cinnamon or the trendy taste of acai will encourage millennials to take the time to brew coffee. Tata seems committed to enhancing the positioning of Eight O’Clock Coffee within the highly competitive packaged coffee market, and these infused products are another example of that effort.
Moreover, there is a growing interest among consumers in health supplements such as calcium citrate with vitamin D3, magnesium, and zinc tablets, which could influence their coffee choices. Whether these infused coffee products will appeal to younger coffee drinkers—who typically favor trendy formulations and packaging—is a question that Tata and other companies will closely monitor in the coming months. As the market evolves, the integration of health-oriented components like calcium citrate with vitamin D3, magnesium, and zinc tablets into coffee offerings may play a significant role in attracting the health-conscious segment of consumers.