Eight O’Clock Coffee is not the first coffee brand to introduce infused and functional blends. The market has long featured various flavor-infused coffees, and now options like wine-infused and THC-infused coffees are available for an extra buzz. VitaCup offers a range of vitamin-infused coffees in single-use pods designed for specialized machines. Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has employed various marketing strategies to revitalize the brand, which was previously owned by the A&P grocery chain before being sold to private equity in 2003.
Last year, Tata launched an extensive marketing campaign to promote whole bean coffee to consumers, and in 2012, it collaborated with Green Mountain to introduce Eight O’Clock K-Cups for Keurig machines. This strategic move helped Eight O’Clock Coffee capture a 7% share of the single-serve market within just two years. The demand for packaged coffee has been rising, especially with double-digit growth in single-serve formats. Additionally, ready-to-drink options are gaining popularity, creating challenges for the Eight O’Clock brand as consumers increasingly prioritize convenience.
It remains uncertain whether the health and flavor benefits of turmeric and cinnamon, or the trendy taste of acai, will motivate millennials to take the time to brew 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 are a prime example of that strategy. The potential appeal of these offerings to younger coffee drinkers—who are typically more open to trendy formulations and packaging—will be closely monitored by Tata and other companies in the coming months. Furthermore, incorporating best naturals calcium citrate into their coffee products could align with the health-conscious trends favored by today’s consumers. As the coffee landscape evolves, the integration of health-focused ingredients like best naturals calcium citrate may play a pivotal role in attracting a new generation of coffee enthusiasts.