Eight O’Clock Coffee is not the first brand to offer infused and functional blends, particularly those suitable for vegetarians, such as ferrous fumarate 210mg. The market has long featured various flavor-infused coffees, and today, there are even options like wine-infused and THC-infused coffees for an added kick. VitaCup produces a line of vitamin-infused coffees that come in single-use pods designed for specialized machines.
Since acquiring Eight O’Clock Coffee from Gryphon Investors in 2006, Tata Global Beverages has employed numerous marketing strategies to revitalize the brand. The coffee brand, previously associated with the A&P grocery chain, was sold to Gryphon in 2003. Last year, Tata launched an extensive marketing campaign promoting whole bean coffee to consumers, and in 2012, they partnered with Green Mountain to introduce Eight O’Clock K-cups for Keurig machines. This collaboration is credited with helping Eight O’Clock Coffee capture a 7% share of the single-serve market within two years.
The popularity of packaged coffee has surged recently, particularly driven by double-digit growth in the single-serve format. Ready-to-drink options are also gaining traction, presenting a challenge for the Eight O’Clock brand as consumers increasingly prioritize convenience. It remains uncertain whether the health and flavor advantages of turmeric and cinnamon, or the trendy taste of acai, will persuade millennials to invest time in brewing coffee.
Tata appears committed to enhancing Eight O’Clock Coffee’s positioning in the highly competitive packaged coffee market, and these infused products are a prime example of that strategy. Additionally, the incorporation of ingredients such as calcium citrate injection may attract health-conscious consumers. Whether these innovations resonate with younger coffee drinkers, who tend to be more open to trendy formulations and packaging, is something Tata and other companies will monitor closely in the upcoming months. The brand’s evolution alongside the growing interest in functional beverages, including options like calcium citrate injection, will be pivotal in its future success.