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7-Eleven Adds Skýra Water From Iceland To Private Brand Lineup

7-Eleven, Skýra Icelandic water,

Irving, Texas-based 7-Eleven Inc. has added a new premium water imported from Iceland to its private brand. Created exclusively for 7-Eleven, Skýra Icelandic spring water is naturally alkaline with electrolytes, a high pH (8.8) and naturally low mineral content.

Skýra water is sourced from an Icelandic spring in a government-protected nature preserve. Filtered through inert layers of lava, the water trickles deep into the ground over decades, picking up soluble minerals before emerging as a naturally alkaline water. This pristine Icelandic water contains no nitrates, nickel, cadmium, uranium, phthalates or chlorine.

“Every time we develop a 7-Eleven private brand product, our goal is to exceed customers’ expectations in both quality and value,” said Jack Stout, 7-Eleven SVP of merchandising and logistics. “With Skýra, 7-Eleven is offering a premium, naturally pH-balanced water at a better value than national brands.”

The super-premium water’s pure and refreshing taste is a result of its origin in Iceland, which is ranked as one of the cleanest countries in the world. Even its name, pronounced “skee-reh,” is an Icelandic word meaning “clear” or “to clarify.”

The new Skýra Icelandic spring water is exclusively available in two sizes at participating 7-Eleven stores—20 ounces for $1.99 and 1 liter for $2.69. For a limited time, two 1-liter bottles will be available for a promotional price of $4.

7-Eleven produces approximately 1,500 private brand items and expects sales of these proprietary packaged beverages, foods and non-food items to top $1 billion this year.

7‑Eleven operates, franchises and/or licenses more than 70,000 stores in 17 countries, including 11,800 in North America.

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