7-Eleven Juices Up Beverage Private Brand

For juice-loving customers: 7-Eleven is back with new varieties of its 7-Select GO!Smart private brand organic cold-pressed juice – this time in 100% single juice varieties. While orange and apple juice can be found anywhere, the new 7-Select GO!Smart 100% fruit juices are unusual varieties that aren’t typically found in every grocery and convenience store.

The three new varieties are:

  • Pomegranate – Each bottle is made using 2.5 pomegranates, a powerful source of antioxidants. Unlike most Pomegranate juices in the marketplace, 7-Eleven’s will be cold-pressed, organic and only sourced from pink pomegranates.
  • Melon – This honeydew melon variety is a good source of Vitamins A, B, and C.
  • Blackberry – Each bottle contains the juice of 165 Dewberry blackberries, a good source of Vitamin C and a powerful antioxidant.

“Today’s juice customers continue to look for more premium options,” said Dion Miliaresis, senior product development manager for private brand beverages. “Each of the three new juices will be sourced from a single organic fruit – pomegranate, blackberry or melon. Pomegranate juice, specifically, has seen significant growth as a premium juice in the U.S. because of its high levels of anti-oxidants and other nutrients. Both blackberry and melon juices are great-tasting and found at very few other retailers. They’re a great addition for our customers and their growing need for healthier options.”

The current award-winning 7-Select GO!Smart line of organic cold-pressed juices are fruit and vegetable blends. Within two months of launching, sales of three of the four varieties are in the top 10 of juices sold in 20-ounce or smaller juice category.

As American consumers continue to look for healthier options, 7-Eleven’s better-for-you food and beverage selection also continue to expand, both in packaged private brand and fresh foods. In addition to the organic, cold-pressed juices, items include 7-Select GO!Smart® fruit and nut blends and sprouted chips, 7-Select frozen Greek yogurt bars and string cheese, boiled eggs, protein packs, fresh-cut fruit and salads.

The new single fruit juice varieties are sold in 11.2-ounce glass bottles and contain one serving per bottle. Suggested retail price is $2.99, but for a limited time, thirsty customers can get two for $5.

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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.