7‑Eleven Adds Cold Pressed Organic Juice to 7-Select Go!Smart

7‑Eleven stores are carrying a new range of juices that rival those prepared fresh in free-standing, juice bars. The new organic, cold-pressed juices are part of the retailer’s 7-Select GO!Smart private brand of premium better-for-you snacks and beverages.

The 7-Select GO!Smart juices come in four varieties:

Clean & Green – Kale, cucumber, apple, spinach, mint, celery, lime, parsley

Tropical Glow – Pineapple, orange, banana, apple, mango, passionfruit, coconut water

Berry & Bright – Tart cherry, carrot, blackberry, pomegranate, bilberry, cranberry, acai

Restoration Red – Tomato, tart cherry, beet, strawberry, apple, lime

Each variety is USDA-certified organic, made from whole fruits and vegetables. A special promotional retail price for the launch is two for $4 at participating stores for a limited time. The everyday suggested retail price is $2.99 for a 14-ounce bottle, less than the cost of premium national brand juices. The juices will be sold chilled in the refrigerated section.

“When you compare this new line of 7-Select GO! Smart cold-pressed juices head-to-head with nationally recognized premium juice brands, well, there is no comparison,” said Tim Cogil, 7‑Eleven director of new product development. “Ours are organic and cold-pressed, without additives and not from concentrate. Typically, this level of quality is only found at juice and smoothie restaurants.”

While some independent juice bars and premium juice companies can boast their juices are organic or cold-pressed, most can’t make both claims. 7‑Eleven can make them … and several more. The new line of premium 7-Select GO!Smart juices are:

  • USDA-certified organic
  • Cold-pressed certified fair trade
  • Non-GMO Project verified
  • 100% fruit juice blend or vegetable and fruit juice blend
  • Gluten-free
  • Vegan
  • No additives
  • Not from concentrate
  • Fewer calories
  • No added sugar
  • Glass bottle, not plastic
  • Shelf-stable

“Whenever the private brand team creates a new item, our goal is to use only the highest quality ingredients and unique flavor combinations you can’t find anywhere else,” Cogil said. “We want customers to love it so much that they come back to 7‑Eleven because they can’t find anything like it anywhere else. Our private brands set us apart from the competition.”

In addition, to complete nutritional information, the back of the bottle includes a fruit-to-vegetable taste meter for each flavor and even how much of each individual ingredient it takes to make one 14-ounce bottle. For instance, one bottle of Clean & Green contains 25 kale leaves, one parsley bunch, 12 celery stalks, three cucumbers, two green apples, 13 mint leaves, 15 spinach leaves and one lime.

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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.