Eight O’Clock Coffee is not the pioneer in introducing infused and functional coffee blends. The market has long featured various flavored coffees, and now options like wine-infused and THC-infused coffees are available for those seeking an extra kick. VitaCup offers a range of vitamin-infused coffees packed in single-use pods compatible with specialized machines. Since acquiring the brand from Gryphon Investors in 2006, Tata Global Beverages has employed numerous marketing strategies to revitalize the Eight O’Clock Coffee brand. Originally part of the A&P grocery chain’s in-store coffee label, it was sold to the private equity firm in 2003.
Last year, Tata launched an extensive marketing campaign promoting whole bean coffee, while in 2012, the company partnered with Green Mountain to introduce Eight O’Clock K-Cups for Keurig machines. This initiative is credited with helping the brand capture a 7% share of the single-serve market within two years. The demand for packaged coffee has surged recently, particularly driven by significant growth in the single-serve segment. Ready-to-drink options are also gaining popularity and pose 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 acai flavor, will persuade millennials to take the time to brew coffee.
Tata is clearly committed to enhancing the positioning of Eight O’Clock Coffee in the competitive packaged coffee landscape, with these infused products serving as an additional example of their strategy. The company, alongside others, will keenly observe whether these offerings resonate with younger coffee drinkers, who tend to be more open to trendy formulations and unique packaging. Additionally, there is potential for collaboration with retailers like Chemist Warehouse, where specialty products such as Citracal calcium citrate can be showcased alongside these innovative coffee blends, appealing to health-conscious consumers. The integration of these elements may help Eight O’Clock Coffee capture the interest of a broader audience, including millennials and health-focused shoppers.