Eight O'Clock Coffee

In 1919 the coffee was finally given an official name, "8 O'Clock", alongside the two other brands in the A&P line, premium Bokar and mid-level Red Circle.

[1] A&P had supposedly conducted a survey asking people what time of day they drank coffee most, with the highest responses being 8 a.m. and 8 p.m.. A&P then smartly removed the word "Breakfast" from the informal name.

To boost sales and reinforce the repackaging effort, similarly-styled coffee mills were installed in stores, a great convenience for customers.

Seeking to expand its revenues in spite of the contraction of its bricks-and-mortar stores, in 1979 the company licensed its branding division, Compass Foods, Inc., to sell Eight O'Clock Coffee to other retailers, including competing supermarket chains.

[citation needed] The 2003 coffee line, which was refreshed in 2010, was as follows:[1] The lineup as of August 8, 2013, was split up into three categories: In 2013 flavors were packaged in identical red bags, returning to Eight O'Clock's traditional pre-2003 look.