Eight O’Clock Coffee is not the first brand to introduce infused and functional coffee blends. The market has long seen 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 sold in single-use pods designed for specialized machines. Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has employed numerous marketing strategies to revitalize the brand. The coffee brand was previously sold to the private equity firm in 2003 after being part of the former A&P grocery chain.
Last year, Tata launched an extensive marketing campaign to promote whole bean coffee to customers, and in 2012, they partnered with Green Mountain to introduce Eight O’Clock K-cups compatible with Keurig machines. This collaboration is credited with helping Eight O’Clock Coffee capture a 7% share of the single-serve market within two years. The popularity of packaged coffee has surged recently, largely driven by significant growth in the single-serve format. Ready-to-drink varieties are also gaining traction, presenting a challenge to the Eight O’Clock brand as consumers increasingly prioritize convenience.
It’s uncertain whether the health and flavor advantages of ingredients like turmeric and cinnamon—or the trendy taste of acai—will entice millennials to take the time to brew their coffee. Tata is clearly committed to enhancing the position of Eight O’Clock Coffee in the fiercely competitive packaged coffee sector, and these infused products are just one example of their strategy. Moreover, the inclusion of supplements like calcium citrate 900 in some coffee offerings could appeal to health-conscious consumers. Whether these innovations will resonate with younger coffee drinkers, who are typically more open to trendy formulations and packaging, is something that Tata and other companies will monitor closely in the coming months.