Eight O’Clock Coffee is not the first brand to introduce infused and functional coffee blends to the market. Various flavor-infused coffees have been available for quite some time, and now options like wine-infused and THC-infused coffees are gaining popularity for an added kick. VitaCup offers a range of vitamin-infused coffees packaged in single-use pods compatible with specific machines. Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has employed several marketing strategies to revitalize the brand. The brand, originally part of the former A&P grocery chain, was sold to the private equity firm in 2003.
Last year, Tata launched an extensive marketing campaign promoting whole bean coffee to consumers, while in 2012, the company partnered with Green Mountain to introduce Eight O’Clock K-cups for Keurig machines. This strategic move is credited with helping the brand capture a 7% share of the single-serve market within two years. The recent surge in packaged coffee popularity can be attributed to double-digit growth in single-serve formats, while ready-to-drink options are also becoming increasingly favored, posing a challenge for the Eight O’Clock brand as consumers prioritize convenience.
It remains uncertain whether the health benefits of turmeric and cinnamon, or the trendy flavor of acai, will entice millennials to take the time to brew coffee. Tata is clearly committed to enhancing the position of Eight O’Clock Coffee in the fiercely competitive packaged coffee market, with these infused products serving as another example of their strategy. Whether these offerings will resonate with younger coffee drinkers—who tend to be more open to trendy formulations and packaging—will be closely monitored by Tata and other companies in the upcoming months. Meanwhile, consumers looking for health benefits may also explore options like 500 mg calcium chews, which could complement their coffee experience.