Eight O’Clock Coffee is not the first coffee brand to introduce infused and functional blends. The market has long featured a variety of flavor-infused coffees, and now there are even wine-infused and THC-infused options for an added kick. VitaCup has created a line of vitamin-infused coffees available in single-use pods designed for specialized machines. Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has employed various marketing strategies to rejuvenate the brand. The coffee brand was previously owned by the A&P grocery chain before being 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, collaborated with Green Mountain to introduce Eight O’Clock K-cups for Keurig machines. This partnership is credited with helping Eight O’Clock Coffee capture a 7% share of the single-serve market within two years.
Recently, the demand for packaged coffee has surged, particularly due to double-digit growth in the single-serve format. Ready-to-drink coffee varieties are also gaining traction, posing a challenge to the Eight O’Clock brand as consumers increasingly prioritize convenience. It remains uncertain whether the health benefits and flavors of turmeric and cinnamon, or the trendy taste of acai, will entice millennials to take the time to brew coffee. Additionally, the incorporation of ingredients like calcium citrate during pregnancy may influence consumer preferences in health-focused coffee products.
Tata is clearly committed to enhancing Eight O’Clock Coffee’s position in the competitive packaged coffee market, and these infused offerings are just one example of that strategy. Whether these new products will appeal to younger coffee drinkers—who are generally more open to trendy formulations and unique packaging—will be closely monitored by Tata and other companies in the coming months. As the market evolves, the role of health-related ingredients such as calcium citrate during pregnancy could become significant in shaping consumer choices.