7-Eleven Unveils New Proprietary Line

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7-Eleven Unveils New Proprietary Line

DALLAS -- At the annual University of 7-Eleven for the Florida region, held recently in Orlando, 7-Eleven Inc. debuted a new Signature 7 private-label line, which includes 31 snacks such as beef jerky, chips, cookies, nuts, trail mix and candy, the Orlando Business Journal reported.

The products are expected to be available in stores beginning May 5, according to the report.

Attendees to the show -- including store managers, vendors and employees -- also saw the company's new store-brand energy drink, Inked, and a proprietary-brand prepaid mobile phone, the report stated.

The new offerings did not end there. 7-Eleven introduced candy-themed flavors for its Slurpee beverages, including Strawberry Twizzler and Starburst, and new Asian Rollers products for its foodservice, in varieties orange chicken and Szechuan beef, and chicken Go-Go Fajitas, the Journal reported.

Other products appearing shortly in stores that will showcase the region's Hispanic community include pastries flavored with guava fruit and pineapple, and sandwiches with Cuban-style ham, the report stated.
"Our fresh food offering establishes a point of difference for us over the other convenience stores," Joe DePinto, chief executive officer of 7-Eleven, told the St. Petersburg Times about its new artisan sandwiches. "And at $3.99, they are good value for people used to paying $7 for the same sandwich at a fast casual restaurant."

In the past three years, fresh food sales at 7-Eleven grew by almost a third to 10 percent of the chain's sales, while tobacco has fell out of the top three, according to the report.

The fresh foods are delivered daily to the region's stores from its Orlando commissary and bakeries, the report stated. Next month, the chain will introduce new labeling that includes sell-by dates to ensure freshness, according to the report.