7-Eleven is adding two premium lines, 7-SelectGO!Yum and 7-SelectGO!Smart, to its 7-Select private brand offering, which first rolled out in 2013. The new line extensions satisfy consumer requests for variety in both indulgent and better-for-you products, according to the Dallas, Texas-based convenience store chain.
“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 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. Each product is made with premium ingredients curated for imaginative taste combinations and an out-of-the-ordinary sensory experience.”
The 7-Select GO!Yum premium ice cream line features seven flavors, including Banana Cream Pie, Double Cookie Dough, Fudge Marshmallow, Oh Thank Heaven for Chocolate, Sea Salt Caramel Truffle, Toasted S’mores and Vanilla Bean.
Gourmet popcorn is available in both 7-Select GO!Yum and 7-Select GO!Smart varieties. Preservative-free 7-Select GO!Yum flavors include Sriracha, Jalapeno Cheddar, Bacon Ranch and Cinnamon Sugar. All 7-Select varieties are made with non-GMO corn and are air-popped in a nut-free facility.
7-Select GO!Smart products are designed with nutritional balance as a priority, 7-Eleven says. Many are gluten free, GMO free and use organic sweeteners like agave and brown rice syrups. All have prominent nutritional information to help consumers make the best choice for them, according to the company.
Gourmet popcorn is now available in 7-Select GO!Smart All Natural, Light Popcorn made with Extra Virgin Olive Oil and Pink Himalayan Salt for 37 calories a cup. Additionally, 7-Select just introduced GO!Smart sprouted tortilla chips in flavors like Sweet Chili, Sriracha and Sweet Potato.
Other 7-Select GO!Smart choices include yogurt-drizzled fruit and nut bars, in Pistachio and Mixed Berries and Cranberry Cashew varieties. These products were launched last year and are now a favorite of customers, ranking among the top-sellers within nutrition bars, according to 7-Eleven.
“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, VP of brand innovation. “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.”
Added Thompson, “When we develop an item we start with a clear benchmark—sometimes this is a top-selling national brand and sometimes it is a premium brand or restaurant brand standards. We don’t launch the item until we are confident we have exceeded the quality of our benchmark. This way we position our franchisees with products that will create loyalty with their customers and drive repeat visits.”
The 7-Select private brand product lineup currently includes approximately 350 items across all categories. Another 100 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.”