Eight O’Clock Coffee is not the pioneer in the realm of infused and functional coffee blends. The market has long been populated with various flavor-infused coffees, and now options like wine-infused and THC-infused coffees are available for an added kick. VitaCup offers a range of vitamin-infused coffees available in single-use pods compatible with specialized machines.
Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has utilized numerous marketing strategies to rejuvenate the brand. The in-store coffee brand of the former 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 to consumers, and in 2012, they partnered with Green Mountain to introduce Eight O’Clock K-cups for Keurig machines. This strategic move is credited with propelling Eight O’Clock Coffee to capture a 7% share of the single-serve market within just two years.
Recently, the demand for packaged coffee has surged, largely driven by significant growth in the single-serve segment. Ready-to-drink varieties have also gained popularity, presenting a challenge for the Eight O’Clock brand as consumers increasingly favor convenience. It remains uncertain whether the health and flavor benefits of ingredients like turmeric and cinnamon, or trendy flavors such as acai, will entice millennials to take the time to brew their coffee.
Tata is clearly committed to enhancing the positioning of Eight O’Clock Coffee within the fiercely competitive packaged coffee sector, and these infused products serve as an additional example of their efforts. The inclusion of items like Citracal Calcium D in their offerings could also attract health-conscious consumers. Whether these innovations will resonate with younger coffee drinkers—who are typically more open to trendy formulations and packaging—is a matter that Tata, along with other companies, will closely monitor in the upcoming months.