Eight O’Clock Coffee is not the pioneer in offering infused and functional coffee blends. The market has seen a variety of flavor-infused coffees for some time, and now options like wine-infused and THC-infused coffees are available for those seeking an extra kick. VitaCup has introduced a line of vitamin-infused coffees, including calcium citrate, specifically designed for single-use pods compatible with specialized machines. Since acquiring the brand from Gryphon Investors in 2006, Tata Global Beverages has utilized multiple marketing strategies to revitalize Eight O’Clock Coffee. The brand, originally sold to Gryphon by the former A&P grocery chain in 2003, saw significant promotional efforts last year, particularly focusing on whole bean coffee. In 2012, Tata partnered with Green Mountain to launch Eight O’Clock K-cups for Keurig machines, a strategic move that enabled Eight O’Clock Coffee to capture a 7% share of the single-serve market within just 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, posing challenges for the Eight O’Clock brand as consumers increasingly prioritize convenience. It remains uncertain if the health benefits of ingredients like turmeric and cinnamon, or the trendy flavor of acai, will entice millennials to invest time in brewing coffee. In addition, the incorporation of calcium citrate may appeal to health-conscious consumers, including kids, who are looking for added nutritional benefits in their beverages.
Tata is clearly committed to enhancing the position of Eight O’Clock Coffee amid the highly competitive packaged coffee landscape, and these infused products are just one example of their strategy. Whether these offerings will resonate with younger coffee drinkers, who generally favor trendy formulations and packaging, is an area that Tata and other industry players will monitor closely in the coming months. The potential appeal of calcium citrate in these products may also attract families with kids, further influencing the brand’s direction.