7-Eleven Rolls Out 7-Select OTC Drugs

7 select otcWhen shoppers visit Dallas-based convenience store 7-Eleven, they are typically on a mission – a snack if they’re hungry, a drink if they’re thirsty, fuel if their gas tank’s empty, a lottery ticket if they’re feeling lucky. But for those suffering from a headache, allergies, indigestion or the like, what they want most of all is relief.

7-Eleven, which has long offered single-dose blister packs of the most popular, national brand over-the-counter (OTC) medications for years, has entered the Private Brand drug business with its own 7-Select, non-prescription medicines, at a savings of up to 85% per pill or ounce for equal to or better quality.  Participating stores carry 7-Select OTC remedies in five major categories:

  • Pain relief
  • Cold-flu-allergy
  • Gastro-intestinal upset
  • Cough/throat
  • Sleep aids

“With recent changes in healthcare, an aging population and the transition from prescription to the OTC status of some popular medicines, more people are looking for ways to self-treat minor ailments,” said Rebecca Frechette, 7-Eleven senior vice president of merchandising.

“Just like when our customers are hungry or thirsty, if they come to our stores feeling ill, they have an immediate need they want fixed fast,” she said. “With the new 7-Select high-quality alternatives to popular OTC drugs, we can offer them relief from their ailment with great products at value prices.”

Regulated by the Food and Drug Administration (FDA), private label OTC drugs must meet or exceed the same efficacy guidelines and standards of their national brand counterparts, including product strength, dosing directions and package labeling.

The retailer has partnered with Perrigo, the largest private brand medication supplier in the U.S., to create its assortment.

Most 7-Eleven stores will continue to carry popular national brands in single-dose and larger packages alongside its 7-Select options. Some stores may choose to carry only the new value-priced, private brand children’s pain, cold and allergy remedies.

Participating stores now carry some or all of the following 7-Select high quality OTC medications:

Pain

  • Ibuprofen Brown Caplets – 24 and 50 count
  • Extra Strength Acetaminophen Caplets, 500 mg. – 24 count
  • Migraine Caplets – 24 count
  • Naproxen Sodium Caplets or Tablets, 220 mg. – 24 count
  • Coated Aspirin – 100 count
  • Chewable Low Dose Adult Aspirin Tablets – 36 count

Cold/Flu/Allergy

  • Day Cold & Flu Relief – 16 count
  • Night Cold & Flu Relief – 16 count
  • Night Time Cold & Flu Liquid – 12 oz.
  • Daytime Cold & Flu Liquid – 12 oz.
  • Loratadine Allergy, 10 mg., 24-hour Tablets – 10 count
  • Diphedryl Allergy Tablets – 24 count
  • Cetrizine Allergy Relief Tablets, 10 mg. – 14 count
  • Fexofenadine HCL 180 mg. Allergy Tablets – 10 ct.
  • Child and Adult Cough Relief – 3 oz.
  • Decongestant Nasal Spray – 1 oz.
  • Saline Nasal Spray – 1.5 oz.

Gastro-Intestinal

  • Maxi-Strength Ranitidine Heartburn Relief Tablets, 150 mg. – 24 count
  • Max Strength Pink Bismuth Stomach Relief – 8 oz.
  • Famotidine Acid Reducer Tablets – 8 count
  • Anti-diarrheal Loperamide Caplets – 12 count
  • Stomach Relief Chews – 30 count
  • Chewable Antacids – 96 count

Sleep Aids

  • Night-time Sleep Aid, Berry – 6 oz.
  • Night-time Sleep Aid Tablets – 16 count
  • Ibuprofen PM Caplets – 20 count
  • Extra Strength Acetaminophen  PM – 50 count

Children’s

  • Children’s Pain Relief Oral Solution Grape, 160 mg. – 4 oz.
  • Child Ibuprofen Berry Suspension, 100 mg. – 4 oz.
  • Cetirizine Children’s Allergy Relief Grape, 5 mg. – 4 oz.
  • Child Diphedryl Allergy Relief Cherry – 4 oz.
  • Dibromm Child Cold & Allergy Grape Elixir – 4 oz.

7-Eleven is one of the first convenience retailers to carry its own extensive line of private-brand OTC medicines – up to 34 varieties – with more planned for the future.

“As popular prescription drugs transition to over the counter, we will refine and add to our OTC selection if it makes sense to include in our selection,” Frechette said. “OTC medication is a $30 billion business and, in some categories, private-brands account for more than half of these sales. More people are becoming accustomed to choosing private brand OTC drugs, and as our 7-Select brand is gaining recognition, this seemed a natural extension for us.

“We are trying to create convenient solution centers for our customers,” Frechette said. “That means carrying tissues and eye drops next to allergy medicines, lip balms and Vitamin C with cold and flu remedies, or hand sanitizer, topical medicated sprays and elastic bandages next to pain relief.”

7-Eleven introduced products sold under the 7-Select banner in 2004, and today its stores carry up to 300 different items under its private brand.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.