7-Eleven Launches Trial of Healthy, Fresh Foods

Partnership with fitness guru tests the waters for new line of sandwiches, salads and juices.

October 01, 2014

LOS ANGELES – Beginning this week, 100-plus 7-Eleven stores in the Los Angeles area are partnering with fitness guru Tony Horton, of P90X fame, to sell a line of what the chain calls "nutritionally balanced" fresh sandwiches, wraps, salads and cold-pressed juices.

According to a report in USA Today, the move by the convenience giant is not about getting rid of the “usual” convenience store fare in order to sell better-for-you items — it's about offering both. As Millennials and other core customers demand more better-for-you offerings, the chain is eager to expand its line-up of fresh foods and drinks.

"We can provide a convenient way for healthy and fitness-oriented consumers to fuel their daily lives," Raja Doddala, senior director for innovation at 7-Eleven, told the news outlet.

The driver for 7-Eleven: Consumers can't get enough fresh food that they perceive to be better for them. At 7-Eleven, sales of fresh products are up 30% over the past year (the chain sells seven times more bananas than it sells Snickers, for example) and, according to Doddala, healthy food options are the second-most requested items from customers who contact the company across all channels.

If the new product line is a success, it could be extended further throughout Southern California and potentially to other markets.

Convenience stores in general are well positioned to offer consumers choices, whether that means a fresh sandwich or indulgent treat. “Our NACS consumer research shows that consumers are increasingly seeking out convenience stores for healthy options. And suppliers also see great opportunity to provide more of these choices in our stores — a trend that will be very evident on the NACS Show expo floor next week,” said Jeff Lenard, NACS vice president of strategic industry initiatives.

For more on this topic, read the July NACS Magazine cover story, “A Healthy Misperception,” by David Freedman, who will be speaking at the NACS Show Opening General Session next Wednesday in Las Vegas.

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