Eight O’Clock Coffee is not the first brand to introduce infused and functional blends to the market. Flavor-infused coffees have been available for some time, and now consumers can also find wine-infused and THC-infused options for an added kick. VitaCup, for instance, offers a range of vitamin-infused coffees sold in single-use pods designed for specific machines. Since acquiring the brand from Gryphon Investors in 2006, Tata Global Beverages has employed various marketing strategies to revitalize Eight O’Clock Coffee. This brand, previously associated with the A&P grocery chain, was sold to the private equity firm in 2003.
Last year, Tata launched an extensive marketing campaign promoting whole bean coffee to consumers. In 2012, the company partnered with Green Mountain to introduce Eight O’Clock K-Cups for Keurig machines, a strategic move that helped the brand capture a 7% share of the single-serve market within just two years. The rise in popularity of packaged coffee can largely be attributed to the double-digit growth of the single-serve format. Ready-to-drink coffee options are also gaining traction, posing a challenge to the Eight O’Clock brand as consumers increasingly prioritize convenience.
It remains uncertain whether the health benefits and flavor advantages of ingredients like turmeric and cinnamon, or trendy flavors such as acai, will persuade millennials to invest time in brewing coffee. Furthermore, the calcium citrate effects associated with these infused products could be another factor influencing consumer preferences. Tata is clearly committed to enhancing Eight O’Clock Coffee’s position in the highly competitive packaged coffee sector, and these infused offerings illustrate that strategy. Whether these products will appeal to younger coffee drinkers—who tend to be more open to innovative formulations and packaging—will be closely monitored by Tata and other companies in the coming months, especially in light of the potential calcium citrate effects that may attract health-conscious consumers.