IRVING, Texas -- The newest addition to 7-Eleven Inc.'s proprietary 7-Select product brand aims to capitalize on several growing trends: high-end, craft and innovative flavors.
The convenience-store retailer has partnered with Jones Soda Co. to create 7-Select-brand premium sodas "crafted by Jones."
Now in stores, the rollout is the first premium carbonated beverage in the 7-Select private-brand lineup, according to the company.
"Our customers have a voice, and we used their input to develop 7-Select premium sodas," said Jennifer Cue, CEO of Jones Soda Co., "incorporating internationally inspired flavors into a refreshing lineup. These exclusive drinks offer premium ingredients, great taste and a caffeine kick. With fewer calories per serving than the national brands, we believe we have created an ideal product for the 7-Eleven customers of today and tomorrow."
The carbonated-beverage brand is available in five flavors: Twisted Citrus, Fruit Loose, Cocolocolilinut, Tropical Slam Rambutan and Bluesberry Smash. Each 7-Select premium soda is made with natural flavors, lightly sweetened with cane sugar, and ranges from only 180 to 195 calories per 20-ounce bottle. The new brand also includes 75 milligrams of caffeine in each serving. As the new beverage's tagline suggests, "This is no ordinary soda," the company said.
Using feedback from customer focus groups, the new 7-Select soda and flavor profiles were developed over the course of more than a year, strategically incorporating specific ideas that appeal to the shared 7-Eleven and Jones customers.
The 7-Select premium sodas are packaged in a proprietary plastic (PET) bottle for portability, featuring an embossed 7-Select logo and a custom carbonation pattern that provides a unique tactile experience for consumers, the company said. The bottle labels feature black-and-white lifestyle images submitted by Jones and 7-Eleven consumers.
"We want every 7-Select product to be best in class," said Sean Thompson, vice president of private brands for 7-Eleven, "and work to ensure each item stands out because it has the highest quality, the best value, is unique in the market and only available at 7-Eleven. Jones was the perfect partner to create a premium soft drink unique enough to carry both the 7-Select and Jones brands."
"By combining 7-Eleven's organizational and distribution strength with Jones' beverage innovation expertise and social engagement, we believe this relationship creates mutually beneficial opportunities for both our companies and fans alike," Cue said.
7-Select premium sodas crafted by Jones are available exclusively at participating 7-Eleven locations across the United States.
Based in Seattle, Jones Soda Co. markets and distributes premium beverages under the Jones Cane Sugar Soda, Jones Zilch, Jones Stripped and Lemoncocco brands and sells through its distribution network in markets primarily across North America.
7‑Eleven Inc. is the largest chain in the convenience-retailing industry. Based in Irving, Texas, 7‑Eleven operates, franchises and licenses more than 10,700 7‑Eleven stores in North America. Globally, approximately 57,900 7‑Eleven stores serve customers in 17 countries.
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