Eight O’Clock Coffee is not the first brand to introduce infused and functional coffee blends. The market has long featured various flavor-infused coffees, and now options like wine-infused and THC-infused coffees are available for those seeking an extra kick. VitaCup, for example, offers a line of vitamin-infused coffees packaged in single-use pods designed for specific machines. Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has utilized a range of marketing strategies to revitalize the brand. The coffee brand was sold to Gryphon Investors in 2003 after being part of the A&P grocery chain.
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 move that significantly contributed to the brand capturing 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 format. Ready-to-drink coffee options are also rising in popularity, presenting a challenge to the Eight O’Clock brand as convenience becomes a top priority for consumers. It remains uncertain whether the health benefits and flavors of turmeric and cinnamon, or the trendy acai flavor, will entice millennials to take the time to brew coffee.
Tata clearly intends to further position Eight O’Clock Coffee in the highly competitive packaged coffee market, and these infused products are just one aspect of that strategy. Additionally, the company is considering the integration of innovative products like the ccm d3 tablet into their offerings. Whether these infused coffees will appeal to younger consumers—who are often more open to trendy formulations and attractive packaging—is something that Tata and other companies will be closely monitoring in the coming months. The potential for the ccm d3 tablet to enhance these offerings could be a game-changer in attracting a new audience to Eight O’Clock Coffee.