7-Eleven Adds Two Premium Lines to 7-Select Brand

DALLAS — 7-Eleven Inc. continues to raise the bar in its 7-Select private-label offerings, this time by introducing 7-Select GO!Yum and 7-Select GO!Smart premium lines to the brand.

Inspired by customer feedback, the new line extensions answer customer requests for indulgent and better-for-you products by introducing on-trend flavors and premium ingredients, according to the convenience store retailer.

"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's 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," he added. "Each product is made with premium ingredients curated for imaginative taste combinations and an out-of-the-ordinary sensory experience."

7-Select GO!Yum premium ice cream flavors include Banana Cream Pie, Double Cookie Dough, Fudge Marshmallow, Oh Thank Heaven for Chocolate, Sea Salt Caramel Truffle, Toasted S’mores and Vanilla Bean.

Following trends in popcorn, new flavor profiles can also be found in the GO!Yum brand’s gourmet popcorn, including Jalapeno Cheddar, Bacon Ranch and Cinnamon Sugar. The company noted that unlike premium national-brand popcorns, 7-Select branded popcorn is preservative-free, made with non-GMO corn and air-popped in a nut-free facility.  

7-Select GO!Smart products, meanwhile, are designed with nutritional balance as a priority and for snackers who are looking for better-for-you options while on the go. Many of these products are gluten-free, GMO-free and use organic sweeteners like agave and brown rice syrups.

7-Select GO!Smart snacking options currently include all-natural, light popcorn made with extra virgin olive oil and pink Himalayan salt for just 37 calories a cup, and sprouted tortilla chips in exotic flavors like Sweet Chili, Sriracha and Sweet Potato. Other GO!Smart choices include yogurt-drizzled fruit and nut bars in varieties like Pistachio and Mixed Berries and Cranberry Cashew.

"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 for 7-Eleven. "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."

Overall, the 7-Select private brand product lineup now includes approximately 350 items cutting across all categories. Another 100 items are expected to roll out 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 10,500 convenience stores in North America.