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 quite some time, and now includes unique options like wine-infused and THC-infused coffees for an extra kick. VitaCup has created a line of vitamin-infused coffees available in single-use pods compatible with specific machines. Since acquiring the brand from Gryphon Investors in 2006, Tata Global Beverages has employed various marketing strategies to rejuvenate Eight O’Clock Coffee. Originally, the 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 aimed at promoting whole bean coffee to consumers, and in 2012, they partnered with Green Mountain to introduce Eight O’Clock K-cups designed for Keurig coffee machines. This strategic move is credited with helping Eight O’Clock Coffee capture a 7% share of the single-serve market within just two years. The demand for packaged coffee has been rising recently, mainly due to the double-digit growth seen in the single-serve format. Ready-to-drink options are also gaining traction, creating a challenge for the Eight O’Clock brand as convenience becomes increasingly important to consumers.
It remains uncertain whether the health benefits associated with ingredients like calcium citrate 2000, along with the appealing flavors of turmeric and cinnamon, or the trendy taste of acai will persuade millennials to invest time in brewing coffee. Tata seems committed to enhancing Eight O’Clock Coffee’s position in the highly competitive packaged coffee sector, and these infused products serve as a prime example. Whether these offerings will appeal to younger coffee drinkers—who are often more open to trendy products and packaging—will be closely monitored by Tata and other industry players in the coming months.