7-Eleven Expands Private Label Snack Selection

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7-Eleven Expands Private Label Snack Selection

DALLAS -- 7-Eleven is diving further into the private label sector, with the convenience chain announcing the expansion of its 7-Select private label line to include 15 bakery-type snack products.

The new products include several types of mini-doughnut types like powdered sugar (six-pack and 10-ounce bag), chocolate frosted (six-pack and 10-ounce bag) and crunch (just six-pack). The other additions include chocolate cupcakes, gold crème cakes, apple snack pies, cherry snack pies, iced honey buns and glazed honey buns.

Several kinds of danishes round off the new additions, including iced cheese, iced cherry cheese and iced apple bear claw danishes.

To promote the line's expansion, all new items will be available for 99 cents at participating stores through Dec. 31. Starting in January, the items will retail for a suggested price of $1.19, with the 10-ounce bags of mini-doughnuts priced at $1.99.

"Customers who turn to private label are looking for better values and ways to save money," said Joe Hermes, 7-Eleven senior product director for bakery and produce, in a statement. "But just saving money isn't enough to keep them as repeat purchasers. Our goal was to match or improve on the taste and quality of the baked goods by the national brands. If you can do that and save a customer money, they're more likely to become loyal to that product."

7-Eleven has put in significant effort this year to succeed in the private label sector focusing its activities on introducing a range of products, such as sandwich bags and olive oil, as well as refining the labeling and packaging. Seven of the chain's nine varieties of single-serve chip products rank in the top 10-selling category SKUs.

The 7-Select brand currently has more than 200 products already in production. The company plans to introduce an additional 40 products in stores by the end of 2009, as well as new snack cake items in 2010.

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