7-Eleven Inc. has officially opened applications for its seventh annual Brands with Heart showcase, a program that offers emerging consumer packaged goods (CPG) brands the opportunity to showcase their products in 7-Eleven, Speedway and Stripes convenience stores.
The retailer is encouraging brands to apply at 7-Eleven.com/Emerging-Brands. Applications are open through Oct. 13.
The Brands with Heart program aims to build a path for growing companies within 7-Eleven’s family of stores, from brand discovery to in-store testing. This year, 7-Eleven is seeking CPG products that bring innovation to snacks, beverages, and frozen treats.
- 7-Eleven is No. 1 on CSP’s 2025 Top 202 ranking of U.S. c-store chains by store count.
“At 7-Eleven, we’re looking for bold ideas and unique products that will stand out in our stores,” said Jesus Delgado-Jenkins, executive vice president and chief merchandising officer at 7-Eleven. “Brands with Heart is our way of championing the next generation of innovators while giving our customers something new to love.”
The company encourages applicants to highlight what sets their products apart, whether through taste, packaging innovation or purpose-driven efforts. In early 2026, the program will culminate with selected brands participating in educational sessions and direct pitch opportunities with category managers.
“We are all about empowering the next generation of brands that not only bring fresh thinking and standout quality but also share a clear sense of purpose and responsibility with today’s consumers,” said Marissa Jarratt, executive vice president and chief marketing and sustainability officer at 7-Eleven. “We’re excited to discover new products that go beyond taste and innovation to reflect the values and evolving needs of our customers.”
Following the showcase, 7-Eleven will choose select brands for an in-store test at participating U.S. stores, with a path to scale nationally.
“Magic Spoon was thrilled to be selected for the 7-Eleven Brands with Heart Program, allowing us to bring our Protein Treats to stores across the New York area,” Hilary Freedman, Magic Spoon’s director of sales for alternate channels said. “The entire 7-Eleven team, from category managers to leadership, has been highly supportive throughout the program, helping us maximize our test for success.”
Based in Irving, Texas, 7-Eleven— known for its Slurpee, Big Bite and Big Gulp brands—operates, franchises or licenses more than 13,000 stores in the United States and Canada. In addition to 7-Eleven, the company operates and franchises Speedway and Stripes c-stores and the Laredo Taco Company, and Raise the Roost Chicken and Biscuits restaurant brands.
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