7-Eleven & Perfetti Van Melle Collaborate on New 'White Mystery' Airheads Products

IRVING, Texas — In partnership with Perfetti Van Melle, 7-Eleven Inc. is offering an exclusive  beverage and frozen treat inspired by the candy company's Airheads brand — specifically, the "White Mystery" variety of Airheads. 

Under 7-Eleven's 7-Select private label line, the retailer and Perfetti Van Melle have released an Airheads "White Mystery" flavored frozen push-tube SKU, as well as a premium beverage crafted by Jones Soda Co., according to Convenience Store News sister publication Shopper Marketing.

The 7-Select Airheads "White Mystery" products were first spotted in stores in June. The packaging for both items features several question marks to indicate that the flavor is a mystery. 

Power wings stocking exclusive Airheads "White Mystery" candy bites promote the beverage and frozen items in-store. These displays encourage shoppers to "Check out these sweet White Mystery treats too." A display ad on 7-eleven.com also supports the new products.

One more component is an exclusive sweepstakes, which will award 100 winners with 20,000 7Rewards points and 350 runners-up with 10,000 points.  7-Eleven's 7Rewards loyalty members are automatically entered into the sweeps with any Airheads purchase through Aug. 28. 

Convenience Store News and Shopper Marketing are both properties of EnsembleIQ.