Eight O’Clock Coffee is not the first brand to introduce infused and functional coffee blends. The market has long featured various flavored coffees, and today, options like wine-infused and THC-infused coffees are available for those seeking an extra kick. VitaCup, for instance, 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 a variety of marketing strategies to breathe new life into the brand. Originally part of the A&P grocery chain, the coffee brand was sold to the private equity firm in 2005.
Last year, Tata launched an extensive marketing campaign focused on promoting whole bean coffee to consumers. In 2012, the company partnered with Green Mountain to introduce Eight O’Clock K-cups compatible with 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 surged recently, primarily driven by significant growth in the single-serve segment. Ready-to-drink coffee varieties are also gaining traction, presenting a challenge for the Eight O’Clock brand as consumers increasingly seek convenience.
It remains uncertain whether the health benefits and appealing flavors of turmeric and cinnamon, or the unique taste of acai, will persuade millennials to invest time in brewing coffee. Tata clearly intends to persist in enhancing the positioning of Eight O’Clock Coffee in the highly competitive packaged coffee market, and these infused products exemplify that strategy. The introduction of innovative offerings may resonate with younger coffee drinkers, who tend to be more open to trendy formulations and striking packaging. As the market evolves, Tata and other companies will closely monitor whether these new products, including those that might highlight benefits akin to 500 mg calcium chews, will attract the interest of the younger demographic in the coming months.