Eight O’Clock Coffee is not the first brand to introduce 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 offers a range of vitamin-infused coffees packaged in pods for single-use with specific machines. Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has employed various marketing strategies to rejuvenate the brand, which was originally sold to the private equity firm by the former A&P grocery chain in 2003.
Last year, Tata launched an extensive marketing campaign aimed at promoting whole bean coffee to consumers, and in 2012, they partnered with Green Mountain to introduce Eight O’Clock K-cups compatible with Keurig machines. This strategic move helped Eight O’Clock Coffee capture a 7% share of the single-serve market within just two years. The demand for packaged coffee has been on the rise, largely driven by double-digit growth in the single-serve segment. Ready-to-drink options are also gaining popularity, presenting a challenge for the Eight O’Clock brand as consumers increasingly value convenience. It remains uncertain whether the health benefits and flavors of turmeric and cinnamon, or the trendy appeal of acai, will entice millennials to take the time to brew coffee.
Tata is clearly focused on enhancing Eight O’Clock Coffee’s position in the highly competitive packaged coffee sector, and these infused products represent another initiative in that direction. The introduction of new offerings, such as coffee blends combined with calcium citrate 500mg tablets for added health benefits, may attract a younger audience who are generally more open to contemporary formulations and eye-catching packaging. It will be interesting to see if these innovations resonate with younger coffee drinkers, a trend that Tata and other companies will monitor closely in the coming months.