7-Eleven Quakes With New Private Brand

From Slurpee drinks to cold-pressed organic juices, 7-Eleven has a long history of private brand beverages. Now the convenience retailer enters the fast-growing performance energy drink arena with a new private brand version – Quake.

Quake energy drinks combine the best of energy, sports and performance drinks into one. Each 12-ounce can of Quake contains electrolytes, creatine, COQ10 and branched-chain amino acids (BCAAs).

Suggested retail price is $2.49, with a limited-time buy one get one free introductory price.

Tim Cogil, 7-Eleven senior director of private brands

“Understanding the needs of our customer is critical to the success of our private brands program,” said Tim Cogil, 7-Eleven senior director of private brands.  “Customers were telling us they want an energy drink that provides more benefits than the traditional energy drink brands offer today.  Our new brand, Quake, was developed based on customer feedback and incorporates the highest quality and right mix of ingredients that make it unique in the energy space.  Our product tested higher than traditional brands in flavor and overall preference.  Based on those results we knew we hit the mark with Quake.”

7-Eleven has steadily been upping the quality and variety of their private brand beverage range from its well-known products sold in cups to the products found in the refrigerator section. The 7-Eleven private brand team benchmarks all its new food and beverage creations against the best national brands have to offer. The goal is to create a novel item using only the highest quality ingredients, with unique benefits and flavor combinations that aren’t available anywhere else.

Available exclusively at participating 7-Eleven stores, Quake comes in four flavors: Original, Orange Fusion, Tropical Lemon and Berry Blast. All are sugar-free and contain no artificial flavors.

“Americans are still busy and on the run – to work, to the gym or just trying to keep all the balls in the air,” Cogil added. “As long as that’s the case, energy drink sales will continue to be strong in the U.S. 7-Eleven is one of the leading beverage retailers, and by listening to our customers and keeping ahead of the latest trends we continue to lead in energy sales.”

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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.