7‑Eleven Pours Skýra Icelandic Spring Water

7‑Eleven, continues to raise the quality benchmark on its private brand portfolio with the addition of a new Private Brand of super-premium water imported from Iceland. Created exclusively for 7‑Eleven, Skýra Icelandic spring water is naturally alkaline with electrolytes, a high pH (8.8) and naturally low mineral content.

Skýra water is sourced from an Icelandic spring in a government-protected nature preserve. Filtered through inert layers of lava, the water trickles deep into the ground over decades picking up soluble minerals before emerging as a naturally alkaline water. This pristine Icelandic water contains no nitrates, nickel, cadmium, uranium, phthalates or chlorine.

“Every time we develop a 7‑Eleven private brand product, our goal is to exceed customers’ expectations in both quality and value,” said Jack Stout, 7‑Eleven Senior Vice President of Merchandising and Logistics. “With Skýra, 7‑Eleven is offering a premium, naturally pH-balanced water at a better value than national brands.”

Jack Stout, 7‑Eleven Senior Vice President of Merchandising and Logistics

The super-premium water’s pure and refreshing taste is a result of its origin in Iceland which is ranked as one of the cleanest countries in the world. Even its name, pronounced “skee-reh,” is an Icelandic word meaning “clear” or “to clarify.”

The new Skýra Icelandic spring water is exclusively available in two sizes at participating 7‑Eleven® stores – 20 ounces for $1.99 and 1 liter for $2.69. For a limited time, two 1-liter bottles will be available for a promotional price of $4.

7‑Eleven produces approximately 1,500 private brand items and expects sales of these proprietary packaged beverages, foods and non-food items to top $1 billion this year.

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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.