7-Eleven Private Label Enters Better-for-You Category

DALLAS — 7-Eleven Inc. is offering help to consumers looking to keep up health-related New Year's resolutions in the form of 7-Select GO!Smart, its new private-label banner.

Two new premium, better-for-you GO!Smart bars are now available exclusively at participating 7-Eleven convenience stores. The yogurt-drizzled fruit and nut bars come in two varieties: Cranberry Cashew, and Pistachio and Mixed Berries. Each snack bar sells for a suggested retail price of $1.79.

GO!Smart is part of 7-Eleven's growing 7-Select family of high-quality, private-brand offerings. It is the first banner designated specifically for the better-for-you category, according to the company.

The gluten-free, low-sodium snack bars are made with all-natural ingredients and organic sweeteners such as agave and brown rice syrups, which have a lower glycemic index than sugar. The packaging features a transparent window so consumers can see the natural ingredients.

"We started from scratch and developed bars that offer health benefits and taste great, too," said Sean Thompson, 7-Eleven's senior director for private brand. "In discussions and development for more than a year, the two varieties of GO!Smart bars are made in small batches from recipes created especially for 7-Eleven. "

Other ingredients in the snack bars include whole grain, crisp brown rice, flax seed, raisins, roasted peanuts, sunflower oil, sea salt, a yogurt-flavored coating and natural flavor, Thompson said.

Along with the GO!Smart bars, participating 7-Eleven stores offer numerous other items that help customers stick with their "get healthy" resolutions, including fresh fruit, Orange Creme Slurpee Lite Drink, the milk-protein recovery shake Organic Valley Organic Fuel, and more.