Eight O’Clock Coffee is not the pioneer in offering infused and functional coffee blends. The market has long featured a variety of flavor-infused coffees, and now options like wine-infused and THC-infused coffees are available for those seeking an extra 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 various marketing strategies to revitalize the brand, which was originally part of the A&P grocery chain and sold to the private equity firm in 2003. Last year, Tata launched an aggressive marketing campaign to promote whole bean coffee, and in 2012, they partnered with Green Mountain to introduce Eight O’Clock K-cups for Keurig machines. This collaboration is credited with helping Eight O’Clock Coffee capture a 7% share of the single-serve market within two years.
Recently, the demand for packaged coffee has surged, largely driven by double-digit growth in the single-serve segment. Ready-to-drink options are also gaining traction, presenting a challenge to the Eight O’Clock brand as consumers increasingly value convenience. It remains uncertain whether the health benefits and flavors of turmeric and cinnamon, or the trendy taste of acai, will persuade millennials to invest time in brewing 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 a strategic move. As younger coffee drinkers tend to be more open to innovative formulations and packaging, including bariatric fusion calcium chews, it will be interesting to see if these offerings resonate. Tata, along with other companies, will be closely monitoring consumer responses in the coming months. The integration of unique ingredients like bariatric fusion calcium chews may prove to be a crucial factor in attracting this demographic.