Functional Formulations

7-Eleven rolls out Formula 7 beverages, bars

DALLAS -- 7-Eleven Inc. has launched Formula 7, its own proprietary line of functional foods and beverages.

Functional foods are defined by the International Food Information Council as any food or food component that may have health benefits beyond basic nutrition. The initial 7-Eleven product lineup includes bottled and canned beverages, as well as two nutritional bars, each designed specifically to enhance energy, fitness or endurance.

Fortified with vitamins, minerals, herbs, antioxidants, amino acids and other natural ingredients, [image-nocss] the first wave of Formula 7 products available exclusively at participating 7-Eleven stores nationwide includes:

Energy. Formula 7 Energy Drink (in 16-oz. can; available in two flavorsCherry Lime Lightning and Super Citrus Charge; functional ingredients are B vitamin complex, gingko biloba, inositol, taurine and caffeine); Formula 7 Chocolate Crunch Energy Bar (functional ingredients are B vitamin complex, bee pollen, green tea polyphenols and kola nut extract). Energy/Mental Focus. Formula 7 Energy Beverage (in 20-oz. bottles; available in two flavorsBlood Orange and Raspberry Mint; functional ingredients are Vitamins B and E complex, gingko biloba, green tea polyphenols, Siberian ginseng). Endurance. Formula 7 Chocolate Mocha Caramel Endurance Bar (functional ingredients are essential B vitamins, whey and soy proteins, green tea polyphenols). Fitness. Formula 7 Fitness Beverage (in 20-oz. bottles; available in two flavorsApple Rose and Natural Peach; functional ingredients are B vitamin complex, green tea polyphenols, HCA and chromium).

The suggested retail price for both the bottled beverages and bars is $1.79, and $2.49 for the canned energy drinks. Graphic icons representing the nutritional benefit provided by the product appear on the package and on in-store signage.

Consumers are looking for ways to improve their health whether it's changing their diet, lifestyle or looking to vitamin supplements, said Debbie Wildrick, product director for processed foods. Formula 7 provides a great platform for us to develop additional items with specific attributes to enhance energy, endurance, wellness, strength and maybe more.

She added, Formula 7 further expands our assortment of better-for-you offerings. These new items deliver distinctive flavor profiles like our cherry lime-flavored energy drink, or the energy bar, which contains interesting ingredients and tastes great. Formula 7 provides performance products for mainstream consumers by offering value, taste and benefits.

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