Tata Coffee plans to relaunch Eight O' Clock Coffee brand in US, Canada
India-based Tata Coffee plans to relaunch its Eight O' Clock Coffee (EOC) brand as well as offer new products in US and Canadian markets.
The company plans to introduce 'single serve' coffees in collaboration with Green Mountain Coffee Roasters (GMCR), a US-based specialty coffee roaster.
In 2012, EOC and GMCR announced a multi-year agreement to make EOC, Tetley tea, and Good Earth tea available in different formats.
Tata Coffee managing director Hameed Huq said that the company is curently finalizing a plan to re-introduce the brand.
"We are coming up with the relaunch and will reposition the product completely by May or June this year for the US and Canada markets," Huq added.
Tata Coffee acquired EOC for $220m from Gryphon Investors in 2006.
Last year, following a partnership with coffee manufacturer and chain Starbucks, Tata Coffee established a new roastery at Kushalnagar in Madikeri, Karnataka, with an investment of INR45m ($834,840). The plant has a production capacity of 375 tons.