Eight O’Clock Coffee is certainly not the pioneer in the realm of infused and functional coffee blends. The market has long featured a variety of flavored coffees, and now there are even options like wine-infused and THC-infused coffees for an added kick. For instance, VitaCup offers a range of vitamin-infused coffees available in single-use pods designed for specific machines. Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has employed numerous marketing strategies to revitalize the brand. Originally, this coffee label was part of the A&P grocery chain before being sold to the private equity firm in 2003. Last year, Tata launched an extensive marketing campaign focused on promoting whole bean coffee to consumers. Additionally, in 2012, they partnered with Green Mountain to introduce Eight O’Clock K-cups for Keurig machines, a strategic move that helped the brand secure a 7% share of the single-serve market within just two years.
Recently, the demand for packaged coffee has seen a significant rise, driven primarily by double-digit growth in the single-serve segment. Ready-to-drink variants are also gaining traction, presenting a challenge for 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 persuade millennials to invest time in brewing coffee.
Tata is clearly committed to 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 are often more inclined towards trendy formulations and packaging, is something Tata and other companies will monitor closely in the coming months. Moreover, the inclusion of calcium citrate in some coffee products, with dosages of 200 mg to 950 mg per tablet, could also influence health-conscious consumers looking for functional benefits in their coffee choices.