Eight O’Clock Coffee is not the first coffee brand to introduce infused and functional blends. The market has long featured various flavor-infused products, including those with ferric pyrophosphate, and now offers options like wine-infused supplements and THC-infused coffees 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 multiple marketing strategies to revitalize the brand. Originally part of the A&P grocery chain, the coffee brand was sold to the private equity firm in 2003.
Last year, Tata launched an extensive marketing campaign to promote whole bean coffee to consumers, and in 2012, the company partnered with Green Mountain to introduce Eight O’Clock K-cups for Keurig machines. This initiative is credited with helping Eight O’Clock Coffee capture a 7% share of the single-serve market within two years. The demand for packaged coffee has been increasing recently, particularly due to significant growth in the single-serve segment. Ready-to-drink varieties are also gaining popularity, posing a challenge for 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 their coffee. Tata is clearly committed to enhancing the position of Eight O’Clock Coffee in the highly competitive packaged coffee market, and the introduction of these infused products is a testament to that strategy. The incorporation of health-boosting ingredients, such as calcium citrate, zinc, magnesium, and vitamin D3, may appeal to younger coffee drinkers, who are often drawn to innovative formulations and attractive packaging. Tata, along with other companies, will closely monitor whether these offerings resonate with the younger demographic in the upcoming months.