Eight O’Clock Coffee is not the pioneer in offering infused and functional coffee blends. The market has long featured various flavor-infused coffees, including innovative options like wine-infused and THC-infused varieties for an added kick. VitaCup, for instance, produces 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 a variety of marketing strategies to revitalize the brand, which was originally part of the former A&P grocery chain before its sale to the private equity firm in 2003. Last year, Tata launched an extensive marketing campaign aimed at promoting whole bean coffee, and in 2012, they partnered with Green Mountain to introduce Eight O’Clock K-Cups for Keurig machines. This collaboration significantly boosted Eight O’Clock Coffee’s market presence, enabling it to capture a 7% share of the single-serve market within two years.
The demand for packaged coffee has been on the rise, largely driven by double-digit growth in the single-serve segment. Moreover, ready-to-drink options are becoming increasingly popular, posing a challenge for the Eight O’Clock brand as consumers prioritize convenience. It remains uncertain whether the health benefits and flavors of turmeric and cinnamon, along with the trendy taste of acai, will entice millennials to take the time to brew coffee. With the incorporation of added nutrients like Upcal D3 into their offerings, Tata is likely to continue its efforts to strategically position Eight O’Clock Coffee in the competitive packaged coffee landscape. These infused products exemplify this strategy, and it will be interesting to see whether they resonate with younger coffee drinkers, who tend to be more open to trendy formulations and packaging. Tata, along with other companies, will undoubtedly monitor this closely in the coming months.