7-Eleven Accelerates Its March into Store Brands

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October 27, 2009

To complement its growing line of 7-Select store brand products, 7-Eleven is adding 15 packaged bakery items, including snack cakes and pies, mini-donuts and breakfast pastries in single-serve and 10-ounce bags of mini donuts.

Participating 7-Eleven stores are offering each of the single-serve items at a special discounted price of 99 cents through the end of the year after which they will be value-priced at $1.19,, according to a company statement. The suggested retail price for the 10-ounce bags of mini-donuts is $1.99.

"Customers who turn to private label are looking for better values and ways to save money, but just saving money isn't enough to keep them as repeat purchasers," said Joe Hermes, 7-Eleven senior product director for bakery and produce. "Our goal was to match or improve on the taste and quality of the baked goods by the national brands. If you can do that and save a customer money, they're more likely to become loyal to that product."

In blind taste tests, the new 7-Eleven line of packaged bakery was preferred three-to-one over its national brand counterpart on average, according to 7-Eleven. Additional snack cake items already are in development for introduction in 2010, including seasonal specialties, Hermes added.

The company, which has 7,850 stores in North America and more than 36,000 stores in 15 countries, said it expects to introduce 40 additional 7-Select items before the end of the year.

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