7-Eleven Innovates With 7-Select GO!Smart

7Select Go SmartJust in time for people trying to keep their health-related New Year’s resolutions, Dallas-based convenience store 7-Eleven, Inc. has introduced two, better-for-you snack bars under a new sub brand of their 7-Select brand, 7-Select GO!Smart.

Weighing in at less than 200 calories each, the yogurt-drizzled fruit and nut bars are available in two varieties – Cranberry Cashew and Pistachio and Mixed Berries. The GO!Smart bars are available exclusively at participating 7-Eleven stores for a suggested retail price of $ 1.79.

GO!Smart is part of 7-Eleven’s growing 7-Select family of private-brand offerings and the first designated specifically for the better-for-you category. The gluten-free, low-sodium snack bars carry a simpler, all-natural ingredient list with organic sweeteners like agave and brown rice syrups. These natural sweeteners have a lower glycemic index than sugar. New packaging features a transparent window so shoppers can see the natural ingredients.

“We started from scratch,” said Sean Thompson, 7-Eleven senior director for private brand, “and developed bars that offer health benefits and taste great, too.

“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,” he added. “Besides those listed in the bar’s name, ingredients include whole grain, crisp brown rice, flax seed, raisins, roasted peanuts, sunflower oil, sea salt, a yogurt-flavored coating and natural flavors.”

According to the USDA, berries are one of the best sources of anti-oxidants. Nuts like cashews and pistachios are high in fiber, protein and heart-healthy fats, and when eaten in moderation, may promote weight loss, help control blood sugar and improve heart health and cholesterol, according to WebMD.

Each year, millions of people make New Year’s resolutions to improve their health — eat less, exercise more and make healthier food choices. According to a study by the University of Scranton, almost half of all Americans resolve to change or improve something, with losing weight at the top of the list. And the younger the resolution-maker, the more likely they are to succeed. Research shows almost 40% of 20-somethings will achieve their goals.

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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.