IRVING, Texas, and MINNEAPOLIS -- The better-for-you drink category just got a boost into the mainstream as two major U.S. retailers launch private-label offerings that make the ready-to-drink beverage more accessible and more affordable.
Here's a look at each retailer's new offer ...
7-Eleven stores are adding a proprietary line of organic, cold-pressed juices as part of its 7-Select Go!Smart private-brand line of premium better-for-you snacks and beverages.
The 7-Select Go!Smart juices come in four varieties:
- Clean & Green—Kale, cucumber, apple, spinach, mint, celery, lime, parsley
- Tropical Glow—Pineapple, orange, banana, apple, mango, passionfruit, coconut water
- Berry & Bright—Tart cherry, carrot, blackberry, pomegranate, bilberry, cranberry, acai
- Restoration Red—Tomato, tart cherry, beet, strawberry, apple, lime
Each variety is USDA-certified organic and made from whole fruits and vegetables. A special promotional retail price for the launch is two for $4 at participating stores for a limited time. The everyday suggested retail price is $2.99 for a 14-ounce bottle, less than the cost of premium national brand juices, according to the company. The juices will be sold chilled in the refrigerated section.
"Our [juices] are organic and cold-pressed, without additives and not from concentrate,” said Tim Cogil, 7-Eleven director of new product development. “Typically, this level of quality is only found at juice and smoothie restaurants."
The new line of premium 7-Select Go!Smart juices are USDA-certified organic, cold-pressed certified fair trade, Non-GMO Project verified, 100% fruit juice blend or vegetable and fruit juice blend, gluten-free and vegan. They contain no additives and no added sugar and are not from concentrate. The shelf-stable products are packaged in glass bottles.
Cold-pressed juices are made using a hydraulic press to extract juice from fruits and vegetables.
Meanwhile, Target has added a line of kombucha drinks under its own Simply Balanced brand. The “gut-friendly” drinks are available in blueberry grape; ginger; mango; and raspberry, lemon & ginger, according to a report on WellandGood.com.
The suggested retail price for the proprietary line is $2.79 per 15.2-ounce bottle.
While overall juice sales increased about 4% over last year, sales of superpremium juices rose at double the rate as people look for healthier and more nutritionally dense beverages, according to 7-Eleven. For many consumers, particularly millennial females, premium juices offer an easy way to boost consumption of fruits and vegetables, the company said.
Based in Irving, Texas, 7-Eleven Inc. is the largest chain in the convenience-retailing industry. It operates, franchises and/or licenses more than 64,000 stores in 18 countries, including 10,900 in North America. It ranked No. 1 in CSP's 2017 Top 202 list of the largest c-store chains in the United States.
Minneapolis-based Target Corp. operates 1,816 stores.