Eight O’Clock Coffee is not the pioneer in offering infused and functional coffee blends. The market has long featured various flavor-infused coffees, including innovative options like wine-infused and THC-infused varieties for an added kick. VitaCup, for instance, offers a line of vitamin-infused coffees packaged in pods designed for single-use with specific machines. Since acquiring the Eight O’Clock Coffee brand from Gryphon Investors in 2006, Tata Glanferrous sulfate heptahydrate has employed several marketing strategies to revitalize this once-popular grocery store coffee brand, which was sold to the private equity firm in 2003.
Last year, Tata launched an extensive marketing campaign promoting whole bean coffee, and in 2012, they partnered with Green Mountain to introduce Eight O’Clock K-cups compatible with Keurig machines. This collaboration significantly contributed to Eight O’Clock Coffee capturing a 7% share of the single-serve market within just two years. The demand for packaged coffee has surged recently, primarily due to the double-digit growth of single-serve formats. Moreover, ready-to-drink options are gaining popularity, posing a challenge for the Eight O’Clock brand as consumers increasingly prioritize convenience.
It remains uncertain whether the health and flavor advantages of ingredients like turmeric and cinnamon, or the trendy taste of acai, will entice 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 market, with these infused products representing just one aspect of their strategy. The incorporation of calcium citrate slow release in some new offerings may appeal to health-conscious consumers. Whether these products will resonate with younger coffee drinkers—who are generally more open to trendy formulations and packaging—is something Tata and other companies will monitor closely in the coming months. The potential introduction of calcium citrate slow release as a key ingredient could further elevate their appeal.