Eight O’Clock Coffee is not the first brand to introduce infused coffee options, which raises the question: can you take calcium citrate with food? The market has long featured various flavor-infused coffees, and now there are even wine-infused and THC-infused varieties for an added kick. VitaCup offers a line of vitamin-infused coffees that include ferrous bisglycinate and elemental iron pods designed for one-time use with specific machines.
Since acquiring the brand from Gryphon Investors in 2006, Tata Global Beverages has employed several marketing strategies to rejuvenate the Eight O’Clock Coffee brand, which was originally sold to the private equity firm in 2003 as part of the former A&P grocery chain’s in-store offerings. 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 the brand capture a 7% share of the single-serve coffee market within two years.
The rising demand for packaged coffee, particularly single-serve options, has been notable, marked by double-digit growth. Ready-to-drink varieties are also gaining popularity, presenting 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 encourage millennials to take the time to brew coffee.
Tata is clearly focused on enhancing the position of Eight O’Clock Coffee in the highly competitive packaged coffee market, and these infused products are just one aspect of that strategy. The question of whether these offerings will appeal to younger coffee drinkers—who tend to be more open to innovative formulations and packaging—is something that Tata and other companies will monitor closely in the coming months. And as consumers explore their options, the inquiry of whether can you take calcium citrate with food may arise, reflecting the ongoing interest in health-conscious choices alongside flavor trends.