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Foodservice

7-Eleven Slings Cereal-Flavored Slurpees

The chain featured the new menu item at its annual celebration

IRVING, Texas -- 7-Eleven Inc. has pulled inspiration for its newest frozen-drink flavor from the cereal aisle. The convenience-store chain’s customers can now sip Cap’n Crunch Berries Slurpees.

A 7-Eleven spokesperson told The Daily Meal that the limited-time item re-creates “the berry goodness from one of America's most beloved cereal brands” with a summer twist.

The Irving, Texas-based retailer unveiled the flavor ahead of its 7-Eleven Day on July 11, when participating locations gave away free Slurpees.

The company estimated it would hand out 9 million Slurpees throughout the day. “Free Slurpee Day may be the most anticipated day of the year for millions of 7-Eleven customers and new customers alike," said Raj Kapoor, senior vice president, in a statement. "7-Eleven Day is a celebration, not only of our birthday, but more importantly, of our customers."

The celebration didn't end on July 11, however. The c-store chain followed up the hype of 7-Eleven Day with a week of deals from July 12 to July 18. For instance, customers could score a free Big Gulp with the purchase of a share-size Snickers candy bar on July 13 and $1 hot dogs on July 18.

Besides promoting the new Slurpee flavor, the retailer also took the occasion to market its premium sandwich line and new bakery offering. Its bistro sandwiches contain 4 ounces of meat and are made on fresh-baked bread. With the purchase of a bistro sandwich and 7-Select single-serve chips, guests could rake in an extra 400 7Rewards points. Customers can also try the chain's limited-time s'mores brownie, a fudge brownie baked over a layer of graham crackers, topped with toasted mini marshmallows.

7-Eleven operates, licenses or franchises more than 66,000 stores globally. The retailer is No. 1 on CSP’s2018 Top 202 ranking of c-store chains by number of company-owned retail outlets.

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