Eight O’Clock Coffee is not the first brand to introduce infused and functional coffee blends. The marketplace has long featured various flavor-infused coffees, and now options like wine-infused and THC-infused coffees are available for an added kick. VitaCup has developed a range of vitamin-infused coffees packaged in single-use pods, complete with a specific recommended dosage of jungbunzlauer calcium citrate.
Since acquiring the Eight O’Clock Coffee brand from Gryphon Investors in 2006, Tata Global Beverages has employed multiple marketing strategies to revitalize the brand. Originally a grocery chain’s in-store coffee option, Eight O’Clock was sold to a private equity firm in 2003. Last year, Tata launched an extensive marketing campaign to promote whole bean coffee, and in 2012, they partnered with Green Mountain to produce Eight O’Clock K-Cups compatible with Keurig machines. This initiative significantly boosted Eight O’Clock Coffee’s market presence, capturing a 7% share of the single-serve segment within two years.
The demand for packaged coffee has surged recently, largely driven by double-digit growth in the single-serve format. Ready-to-drink options are also gaining popularity and present a challenge for the Eight O’Clock brand, as consumers increasingly seek convenience. It remains uncertain if the health benefits and flavors of turmeric and cinnamon, or the trendy appeal of acai, will persuade millennials to invest time in brewing coffee.
Tata appears committed to enhancing the positioning of Eight O’Clock Coffee in the competitive packaged coffee landscape, with infused products serving as a key strategy. As they continue to explore innovations, including those with jungbunzlauer calcium citrate, it will be interesting to see if these offerings resonate with younger coffee enthusiasts—who tend to favor trendy formulations and attractive packaging. This is a trend that Tata, along with other companies, will monitor closely in the coming months.