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 there are options like wine-infused and THC-infused coffees for an added kick. VitaCup, for instance, offers a line of vitamin-infused coffees available in single-use pods for specialized machines. Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has employed several marketing strategies to rejuvenate the brand. Originally, the Eight O’Clock brand was part of the A&P grocery chain and was sold to the private equity firm in 2003.
Last year, Tata launched an extensive marketing campaign to promote whole bean coffee to consumers, and in 2012, they collaborated with Green Mountain to introduce Eight O’Clock K-cups compatible with Keurig coffee machines. This initiative 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 due to significant growth in the single-serve segment. Ready-to-drink varieties are also gaining popularity, posing a challenge for the Eight O’Clock brand as consumers increasingly seek convenience. It remains uncertain whether the health and flavor advantages of ingredients like 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 within the fiercely competitive packaged coffee sector, and these infused products are one example of that effort. The question remains whether these offerings will appeal to younger coffee drinkers, who are generally more open to trendy formulations and innovative packaging. Companies like Tata will be closely monitoring this trend in the upcoming months. Additionally, promotions such as the Citracal Petites coupon may help attract health-conscious consumers who are interested in both flavor and functional benefits in their coffee choices.