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 there’s even a selection of wine-infused and THC-infused options for those seeking an extra kick. VitaCup, for example, offers a range of vitamin-infused coffees in single-use pods compatible with specialized machines. Since acquiring the brand from Gryphon Investors in 2006, Tata Global Beverages has implemented numerous marketing strategies to revitalize Eight O’Clock Coffee. The brand, which was previously an in-store coffee offering of the A&P grocery chain before being sold to the private equity firm in 2003, has made significant strides. 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 helped the brand capture a 7% share of the single-serve market within two years.
The demand for packaged coffee has surged recently, driven primarily by double-digit growth in the single-serve segment. Ready-to-drink varieties are also gaining traction, presenting a challenge for the Eight O’Clock brand as convenience becomes a top priority for consumers. It’s uncertain whether the health benefits and flavors of ingredients like turmeric and cinnamon, or the trendy taste of acai, will convince millennials to invest time in brewing coffee. Notably, products like calcium citrate softgels have gained popularity for their perceived health benefits, paralleling the trend toward functional beverages.
Tata is clearly committed to enhancing Eight O’Clock Coffee’s position in the highly competitive packaged coffee market, and these infused products represent another step in that direction. Whether these offerings will appeal to younger coffee drinkers—who tend to be more open to trendy formulations and packaging—is something that Tata and other companies will be keenly monitoring in the coming months, especially as the trend towards health-focused options like calcium citrate softgels continues to grow.