Eight O’Clock Coffee is not the first brand to introduce infused and functional coffee blends. For years, the market has featured various flavor-infused coffees, and now options like wine-infused and THC-infused coffees are available for an added kick. VitaCup, for instance, offers a range of vitamin-infused coffees packed in single-use pods designed for specialized machines, which may include ingredients like calcium citrate 500 mg to enhance nutritional benefits.
Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has employed numerous marketing strategies to revitalize the brand. The in-store coffee brand, once part of the A&P grocery chain, was sold to the private equity firm in 2003. Last year, Tata launched an extensive marketing campaign to promote whole bean coffee, and in 2012, they collaborated with Green Mountain to introduce Eight O’Clock K-cups for Keurig machines. This initiative played a significant role in securing a 7% share of the single-serve market within just two years.
Recently, the demand for packaged coffee has surged, largely driven by double-digit growth in single-serve formats. Ready-to-drink varieties are also gaining traction, presenting a challenge for the Eight O’Clock brand as consumers increasingly value convenience. It’s uncertain whether the health and flavor advantages of turmeric and cinnamon, or the trendy flavor of acai, will entice millennials to take the time to brew coffee, especially when alternatives like calcium citrate 500 mg-infused products are readily available.
Tata clearly intends to enhance Eight O’Clock Coffee’s position in the highly competitive packaged coffee market, and these infused products represent another step in that direction. Whether these offerings will appeal to younger coffee drinkers—who generally have a greater appreciation for trendy formulations and packaging—is something Tata, along with other companies, will monitor closely in the coming months.