Eight O’Clock Coffee is not the first brand to introduce infused and functional coffee blends. The market has long been filled with various flavored coffees, and today, options like wine-infused and THC-infused coffees are available for an added kick. VitaCup offers a range of vitamin-infused coffees packaged in single-use pods designed for specific machines. Since acquiring the brand from Gryphon Investors in 2006, Tata Global Beverages has implemented several marketing strategies to revitalize Eight O’Clock Coffee. Originally, the brand was sold to Gryphon Investors in 2003 when it was part of the A&P grocery chain.
Last year, Tata launched an extensive marketing campaign promoting whole bean coffee to consumers. Additionally, in 2012, they partnered with Green Mountain to introduce Eight O’Clock K-Cups compatible with Keurig coffee machines. This initiative significantly contributed to Eight O’Clock Coffee capturing a 7% share of the single-serve market within two years. The demand for packaged coffee has surged recently, driven by double-digit growth in single-serve formats. Ready-to-drink coffee options are also gaining popularity, presenting 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 appeal of acai will persuade millennials to invest time in brewing coffee. Tata is clearly committed to enhancing the positioning of Eight O’Clock Coffee in the highly competitive packaged coffee industry, with these infused products serving as a prime example. The effectiveness of these offerings in attracting younger coffee drinkers—who generally gravitate towards trendy formulations and packaging—will be closely monitored by Tata and other companies in the coming months.
Incorporating elements like prescription calcium citrate into their marketing strategy could also enhance the appeal of their products, potentially resonating with health-conscious consumers. As the trend for innovative coffee blends continues, Eight O’Clock Coffee may find new avenues to appeal to this demographic by highlighting unique health benefits, including those related to supplements like prescription calcium citrate.