DALLAS -- 7-Eleven Inc. has officially rolled out two private-label lines, 7-Select GO!Yum and 7-Select GO!Smart, inspired by customer feedback. The company has embarked on a store-wide effort to ensure the quality of its 7-Select line exceeds that of national brands.
The new line extensions satisfy consumer requests for variety in both indulgent and better-for-you products. The variety in these two lines brings on-trend flavors and ingredients to a lineup of foods that are only available at 7-Eleven convenience stores.
"We set out to surpass customer expectations with products exclusively available at 7-Eleven stores. We are confident that we are exceeding the quality standards of leading national brands with our 7-Select brand," said Sean Thompson, 7-Eleven senior director of private brands. "7-Select GO!Yum introduces an indulgent assortment of savory and sweet snacks, with a level of quality more likely found at a specialty store than in a convenience store. Each product is made with premium ingredients curated for imaginative taste combinations and an out-of-the-ordinary sensory experience."
The 7-Select GO!Yum ice cream line features seven flavors including Banana Cream Pie, Double Cookie Dough, Fudge Marshmallow, Oh Thank Heaven for Chocolate, Sea Salt Caramel Truffle, Toasted S'mores and Vanilla Bean.
Popcorn is one of the fastest-growing snack categories as consumers view it as a healthier way to snack. 7-Eleven has answered that trend with gourmet popcorn in both 7-Select GO!Yum and 7-Select GO!Smart varieties. Preservative-free 7-Select GO!Yum flavors include Sriracha, Jalapeno Cheddar, Bacon Ranch and Cinnamon Sugar.
It uses the type of popping corn that keeps the seasoning on the kernels and the glaze on the kettle corn to deliver a light texture in every bite. Unlike some national-brand popcorns, all 7-Select varieties are made with non-GMO (genetically modified organism) corn and are air-popped in a nut-free facility.
7-Select GO!Smart was developed for those looking for better-for-you options while on the go and includes snacks such as gourmet light popcorn, sprouted tortilla chips in exotic flavors and nutrient-dense yogurt bars.
7-Select GO!Smart products are designed with nutritional balance as a priority, the company said. Many are gluten-free, GMO-free and use organic sweeteners like agave and brown rice syrups, which have a lower glycemic index. All have prominent nutritional information to help consumers make the best choice for them.
Gourmet popcorn is now available in 7-Select GO!Smart All Natural, Light Popcorn made with Extra Virgin Olive Oil and Pink Himalayan Salt at 37 calories a cup.
7-Select just introduced GO!Smart sprouted tortilla chips in exotic flavors such as Sweet Chili, Sriracha and Sweet Potato.
Other 7-Select GO!Smart choices include yogurt-drizzled fruit and nut bars, in Pistachio and Mixed Berries and Cranberry Cashew varieties. These products were launched last year and are now a favorite of customers, the company said, selling among the top-sellers within nutrition bars.
"Customers have told us that they find it difficult to find good food while on-the-go that can help them find the best nutritional balance," said Laura Gordon, vice president of brand innovation. "Their needs change by day, sometimes by hour, and we are committed to bringing them a range of great tasting options that will leave them fully satisfied while on the go. 7-Eleven continues to innovate in the better-for-you arena including snacking and meal options leveraging customer feedback."
Thompson added, "When we develop an item, we start with a clear benchmark—sometimes this is a top-selling national brand and sometimes it is a premium brand or restaurant brand standards. We don't launch the item until we are confident we have exceeded the quality of our benchmark. This way we position our franchisees with products that will create loyalty with their customers and drive repeat visits.”
Today, the 7-Select private-brand product lineup includes approximately 350 items cutting across all categories. The company said it expects to roll out 100 more before the end of the year.
"Our private brands set 7-Eleven apart from the competition," Thompson said. "This may be the largest pipeline of innovation in 7-Eleven history. My goal is to build a best-in-class selection. Creating, and then meeting, quality expectations is what increases brand loyalty."
Dallas-based 7-Eleven operates, franchises or licenses nearly 10,500 7-Eleven convenience stores in North America. Globally, there are more than 56,200 7-Eleven c-stores in 16 countries.
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