Just months after making a splash with Quake, its private brand performance energy drink, 7‑Eleven, Inc. will boost its iconic Slurpee private brand with an exclusive, new flavor – Quake Energy Berry Blast.

Available at participating 7‑Eleven, Stripes and Aplus stores while supplies last, the specially formulated, multi-berry-flavored Slurpee contains B vitamins and electrolytes and is energized with 69 mg of caffeine. A 12-ounce serving of the snow-white frozen beverage contains 1 gram of sugar.

“7‑Eleven’s recent private brand successes have crossed almost every beverage category from energy and sports drinks to cold-pressed juice, ready-to-drink tea and award-winning wine, said 7‑Eleven President and CEO Joe DePinto. “When Quake became an instant hit last summer, Slurpee lovers immediately recognized its potential as a Slurpee flavor. Our beverage team has taken that idea and created a great product our Slurpee fans will love.”

The energy drink category continues to grow with annual sales of $13.9 billion in 2019, with almost 75% of that being sold in convenience stores, according to industry statistics (IRI). Much of that growth is attributed to the increase in functional or performance energy drinks.

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.

In addition to Berry Blast, Quake energy drinks are available in: Original, Orange Fusion and Tropical Lemon flavors.

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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.