DALLAS, Texas – 7-Eleven is going the private label route, rolling out a line of snack products under the label "7-Eleven Select."

The convenience store chain is also offering new iced coffees, guava-based pastries, snacks and additional Slurpee flavors, all of which were introduced last week at an annual showcase for employees and suppliers called "University of 7-Eleven." Similar events are planned for around the country, Florida Today reports.

With its private label brands and daily-made sandwich menus and fresh coffee – a pot is never supposed to sit longer than 20 minutes at a 7-Eleven store before another is made –  the company is taking aim at a number of competitors.

"Think traditional grocery stores, fast-food stalwarts such as Subway and Quiznos, and specialty retailers like Starbucks," said 7-Eleven spokeswoman Margaret Chabris.

Many new products are aimed at the company's key demographic of 18- to 34-year-olds, but 7-Eleven also is targeting younger consumers with the fruitier drinks and varying colors of some of the Slurpees flavors. That effort also includes partnering with video games and movies.

Attendees were able to sample new foods such as a guava and cheese pastry, curry chicken Asian rolls and several new flavors of Slurpees, including Twizzler, Bubble Yum and a purple-colored fruit concoction called Baja Yaha.