Refresh and Rehydrate with 7-Select Replenish

In the midst of record-breaking high temperatures, this summer 7‑Eleven is introducing a new way to stay cool, refreshed and rehydrated.

7-Select Replenish is a new private brand sports drink (isotonic) that contains no artificial sweeteners or high-fructose corn syrup. 7-Select Replenish is available in four flavors: lemonade, orange mango, cucumber mint, and guava splash. While the everyday suggested retail price is $1.99, customers can take advantage of a limited-time buy one-get one free offer.

Sweetened with stevia and real sugar, the private brand electrolyte hydration beverage also contains 100 percent of the daily values of vitamins A, E, Niacin (B3), B5 and Pantothenic Acid (B6) per 12-ounce serving. 7-Select Replenish has 15 grams of sugar and 60 calories per serving or 150 calories per 28-ounce bottle.

Isotonic drinks may help to replace electrolytes and minerals such as sodium, potassium, calcium and magnesium lost during exercise or strenuous activity. 7-Select Replenish contains all four; other national brands may have only two.

7‑Eleven President and CEO Joe DePinto

“As with all 7‑Eleven private brand products, we wanted to make sure our new sport drink would stand out in quality, taste, uniqueness and value,” said 7‑Eleven President and CEO Joe DePinto. “We benchmarked against the best and added differentiated attributes that we know our customers are seeking.”

7‑Eleven has been building its private brand beverage lineup. Just a few weeks ago, stores added Quake performance energy drinks to their vaults, and the private brand beverage has already acquired a loyal following. Available in four flavors, Quake energy drinks combine the best of energy, sports and performance drinks into one.

Its Vertex Award-winning 7-Select GO!Smart line of organic cold-pressed juices includes both single-ingredient fruit juices and fruit and vegetable blends. Within months of launching, sales of several varieties landed in the top 10 of juices sold in 20-ounce or smaller juice category.

While 7‑Eleven had previously carried private brand nonfood items, the convenience retailer began ramping up its lineup in early in 2008 when it launched 32 packaged snacks under the 7-Select brand. The first 7-Select-brand food items included cookies, candy, nuts, potato chips, beef jerky, trail mix and more. The exclusive-to-7‑Eleven brand had first appeared on paper goods, batteries and stationery supplies in 2004.

Tim Cogil 7‑Eleven senior director of private brands

Sales climbed steadily, and many 7-Select items began outselling competing name-brand products. While rolling out one wave of new 7-Select products, the company is continually testing still more items in select stores around the country. Today, participating stores carry hundreds of private-brand products as 7‑Eleven continues to seek out items that meet strict criteria for unmatched quality, unique flavors, better-for-you ingredients, and extraordinary value.

“7‑Eleven is one of the leading beverage retailers for a reason,” said, Tim Cogil 7‑Eleven senior director of private brands. “We listen to our customers, stay ahead of the latest trends and offer refreshing drinks you can’t find anywhere else. 7-Select Replenish has received great reviews and is an effective thirst-quencher whether recovering from a tough workout or just needing to cool down on a hot summer day … or any day.”



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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.