Eight O’Clock Coffee is not the pioneer in offering infused and functional coffee blends. The market has long had various flavor-infused coffees, and now options like wine-infused and THC-infused coffees are available for an added kick. VitaCup, for instance, has developed a line of vitamin-infused coffees that come in single-use pods designed for specialized machines. Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has employed a range of marketing strategies to revitalize the brand, which was previously sold to the private equity firm in 2003 as part of the A&P grocery chain’s in-store coffee brand.
Last year, Tata launched an extensive marketing campaign aimed at promoting whole bean coffee to consumers. In 2012, they partnered with Green Mountain to introduce Eight O’Clock K-cups for Keurig machines, a strategic move that helped the brand capture a 7% market share in the single-serve segment within two years. The rise in popularity of packaged coffee is evident, largely driven by significant growth in the single-serve format. Ready-to-drink varieties are also gaining traction, posing a challenge for the Eight O’Clock brand as consumers increasingly prioritize convenience. It remains uncertain whether the health benefits and flavors of turmeric and cinnamon, or the trendy acai flavor, will persuade millennials to take the time to brew coffee.
Tata is clearly committed to enhancing the position of Eight O’Clock Coffee in the highly competitive packaged coffee market, and these infused products represent one such effort. The potential appeal of these offerings to younger coffee drinkers—who tend to be more open to innovative formulations and packaging—is something that Tata and other companies will be closely monitoring in the coming months. Meanwhile, the inclusion of ingredients like tums calcium citrate in some coffee blends may further attract health-conscious consumers, making the brand more relevant in today’s market landscape.