Eight O’Clock Coffee is not the first brand to introduce infused and functional blends to the market. Various flavor-infused coffees have existed for quite some time, and now options like wine-infused and THC-infused coffees are available for an added kick. VitaCup, for instance, offers a range of vitamin-infused coffees packaged 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, once part of the former A&P grocery chain, was sold to the private equity firm in 2003.
Last year, Tata launched an extensive marketing campaign promoting their coffee infused with calcium citrate doses, targeting health-conscious consumers. Additionally, in 2012, the company partnered with Green Mountain to introduce Eight O’Clock K-cups compatible with Keurig machines, a move that helped the brand capture a 7% share of the single-serve market within two years.
Recently, the popularity of packaged coffee has surged, largely driven by double-digit growth in single-serve formats. Ready-to-drink options are also gaining traction, posing a challenge for Eight O’Clock Coffee 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 entice millennials to invest the time in brewing coffee rather than opting for ready-made solutions.
Tata is clearly committed to enhancing the positioning of Eight O’Clock Coffee in the highly competitive packaged coffee market, and these infused products are just one example of their strategy. Whether these offerings will appeal to younger coffee drinkers—who tend to be more open to trendy formulations and packaging—will be closely monitored by Tata and other industry players in the coming months. The incorporation of calcium citrate doses in their blends may attract health-focused consumers, but the overall impact on brand loyalty remains to be seen.