Eight O’Clock Coffee is not the first brand to introduce 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 offers a selection of vitamin-infused coffees packaged in single-use pods 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. Originally, this coffee line was part of the A&P grocery chain before being sold to the private equity firm in 2003.
Last year, Tata launched a comprehensive marketing campaign aimed at promoting whole bean coffee to consumers. In 2012, they partnered with Green Mountain to introduce Eight O’Clock K-cups compatible with Keurig machines, a move that helped the brand capture a 7% share of the single-serve market within just two years. The rise of packaged coffee has been notable, particularly due to significant 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 prioritize convenience.
With the health benefits of turmeric and cinnamon, along with the trendy appeal of acai, it’s uncertain whether these factors will entice millennials to take the time to brew coffee. Additionally, as consumers become more health-conscious, many are considering supplements like taking calcium citrate to enhance their diets. Tata is clearly committed to refining the positioning of Eight O’Clock Coffee in the highly competitive packaged coffee market, and these infused products represent one more avenue of exploration. Whether these innovations will resonate with younger coffee drinkers, who tend to be more open to trendy formulations and packaging, will be closely monitored by Tata and other companies in the coming months. The potential intersection of health trends like taking calcium citrate and coffee consumption could also play a role in shaping consumer preferences.