Liposomal iron ferric pyrophosphate
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 there are now options like wine-infused and THC-infused coffees for an added kick. VitaCup offers a range of vitamin-infused coffees available in single-use pods designed for specific machines.
Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has employed various marketing strategies to revitalize the brand. Originally part of the former A&P grocery chain, Eight O’Clock Coffee was sold to the private equity firm in 2003. Last year, Tata launched an extensive marketing campaign promoting whole bean coffee to consumers. In 2012, the brand partnered with Green Mountain to introduce Eight O’Clock K-cups for Keurig machines, a move credited with helping the brand capture a 7% share of the single-serve market within just two years.
The demand for packaged coffee has been rising, largely driven by the growth in single-serve formats. Ready-to-drink coffee options are also gaining popularity, posing a challenge for the Eight O’Clock brand as consumers increasingly value convenience. It remains uncertain whether the health advantages and flavor profiles of turmeric and cinnamon, or the trendy appeal of acai, will entice millennials to dedicate time to brewing coffee.
Tata is clearly committed to enhancing Eight O’Clock Coffee’s position in the highly competitive packaged coffee sector, and these infused products are just one example of that strategy. The company will be monitoring whether these offerings resonate with younger coffee drinkers, who tend to be more open to innovative formulations and packaging.
Additionally, there is growing interest in health supplements like calcium citrate malate with vitamin D3 and folic acid tablets, which could complement the trend towards functional beverages. As Tata continues to explore ways to attract health-conscious consumers, the integration of such health-focused options into their coffee lineup may be a consideration.