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At 7-Eleven, The New Focus is on Healthy Foods

At 7-Eleven, The New Focus is on Healthy Foods

Parfaits, fresh fruit joining donuts and hot dogs

Quick: Name five food items you associate with 7-Eleven. But over the past year the convenience store giant has been rolling out a full lineup of healthy, fresh food, and according to The New York Times, it’s part of a long term plan to change your entire mental image of 7-Eleven.

Dropping into a 7-Eleven nowadays is a totally different experience from what you might have encountered only a couple years ago. Fruit and yogurt parfaits, baby carrots with light dip, turkey sandwiches, and even hard boiled eggs are now on offer, alongside a full lineup of breakfast sandwiches, salads, and the expected assortment of burritos, hot dogs, taquitos, and donuts (which are now available in smaller sizes).

Thanks to dwindling cigarette sales and increased competition from stores like Dunkin’ Donuts and Starbucks, 7-Eleven brass has had to up their game, and they’re now hoping that 20 percent of sales come from fresh foods by 2015, as opposed to the current 10 percent. They’ve even brought in a team of experts to develop ideal convenience store food, and keep track of every item sold to know what works and what doesn’t.

And while there’s still a slight stigma attached to buying lunch from the 7-Eleven prepared food aisle, they’re banking on that opinion changing soon. Nobody balks at getting a sandwich at Starbucks any more, right?

7-Eleven Is Selling Chicken Breakfast Biscuits So Other Fast Food Breakfasts Should Watch Out

Right when you thought the chicken sandwich wars were winding down, 7-Eleven throws their hat into the ring. 7-Eleven opened a chicken and biscuit restaurant called "Raise the Roost" and the chicken sandwiches coming out of it look amazing.

Last fall, 7-Eleven announced that they were opening more upscale dining options. One of the restaurant innovations opened up in Dallas, and it offered sit down dining and served alcohol. This chicken joint is another one of those in-store restaurants and it's located in Manhattan at 88 Greenwich Street.

Raise the Roost's menu is Southern-inspired. According to Food & Wine, its tagline is "Chicken Worth Crossing the Road For." The menu includes breaded chicken tenders, bone-in and boneless wings, chicken sandwiches, and breakfast sandwiches. If you're not sure about chicken sandwiches for breakfast, Wendy's and McDonald's are doing it, so it's officially A Thing!

The food is available in a grab-and-go style or as made-to-order meals. Although the main appeal of Raise the Roost is obviously its chicken items, there will be tons of other specialty offerings that you can't find at any old 7-Eleven. You can choose between specialty drinks, self-serve coffee, novelty beverages available on tap, frozen yogurt and ice cream, as well as mobile checkout and delivery for convenience.

7-Eleven puts on Whole Foods-like hat for healthier snacks

This certainly sounds like a Whole Foods shopping list: organic trail mix, veggie chips and dry-roasted edamame.

Guess again. It's the new snack section at 7-Eleven.

The nation's convenience chain giant, taking a cue from a generation that demands better-for-you snacks and which snacks more often, is rolling out a revamped snack section at its 8,000 U.S. stores that includes everything from Harvest Snaps Snapea Crisps to Skinny Pop All-Natural Popcorn.

"Better-for-you is one of the fastest-growing segments of the snacking category," says Rebecca Frechette, a vice president of merchandising at 7-Eleven.

While snacking is an $87 billion business in the U.S., estimates the research firm NPD Group, it's the "healthy" snacking category that's on a real tear. Some 38% of consumers say they ate "more healthy" snacks last year vs. the year before, reports the research firm Mintel.

But will Millennials buy into the notion that they should purchase their healthier snacks at the same place they stop to grab a cold beer, a brain-freezing Slurpee or a midnight bag of Doritos?

One marketing guru has his doubts. "If you're thinking about a better-for you snack, it's not likely that 7-Eleven is at the top of the list," understates Robert Passikoff, founder of Brand Keys, a marketing research firm. "I'd say 7-Eleven's trust in this area is much lower than, say, Whole Foods."

Officials at Whole Foods declined to comment.

But executives at 7-Eleven are so convinced the new snacks will take off that the chain has asked stores nationwide to place them in special displays at the end of the first aisle customers pass when they walk into the store. Price: $1.49 to $4.99.

"I do not recall 7-Eleven ever putting such a focus on snacking," says spokeswoman Margaret Chabris.

After all, one in five customers who walk into a 7-Eleven now walk out with a snack, she says. And snacking continues to lose its negative connotation. Not too many years ago, most consumers associated it with mindless eating. Increasingly, consumers view better-for-you snacking as a healthy way to supplement meals, reports NPD.

Yes, 7-Eleven wants to attract more Millennials and more customers willing to "trade up," says Frechette. Healthier food offerings — including better snacks — are one way to do that, she says.

For 7-Eleven, which has been much more closely associated with coffee and doughnuts than with healthy eating, the recent evolution toward better-for-you and indulgent snacks has been striking. It was less than a handful of years ago that 7-Eleven began an earnest national rollout of fresh fruit and fresh cut fruit.

And now, healthier snacks. But Passikoff, the brand guru, isn't impressed. It's probably just wasted shelf space at 7-Eleven, he says, that could be better used "selling week-old franks."

7-Eleven Debuts Gluten-Free and Other Healthy Snacks 05/27/2019 - Gluten-free foods are among the many new and healthy snacks coming to a 7-Eleven near you, at least if you live in the Los Angeles area. The new and healthier snacks are part of 7-Eleven Inc's new "Sips & Snacks That Love You Back" campaign that has debuted nearly 100 new food and beverage products in 125 stores in Los Angeles .

The launch includes products from 31 emerging brands that are keto, paleo, vegan, organic, gluten-free, or plant-based, among other healthy attributes. These new products are stocked in end-aisle displays and inside the open-air cold cases in 7-Eleven stores. Sponsor (A12):
The campaign is aimed at customers who demand healthier options, “power snackers, restricted-diet followers and anyone looking for ways to incorporate more functional, better-for-you sips and snacks to keep them fueled while on the go,” 7-Eleven said.

LA consumers lead the country in health and wellness trends, and are open to new and innovative products and services, so the fit seems like a natural one. "In the past, 7-Eleven's LA stores have had great success with food and beverages on the leading edge of these trends," said Chris Harkness, vice president of new business development for Irving, Texas-based 7-Eleven.

7-Eleven's "emerging brands team created this unique product assortment in collaboration with our category managers. to give customers drinks and snacks that they might not expect to find at a 7-Eleven store," Harkness added.

The campaign arises out of the company's recent Next Up event, which showcased emerging brands hoping to land on 7-Eleven’s shelves. The company accepted 70 out of more than 300 brands that applied, and chose 31 brands for its test launch in Los Angeles.

Junk Food Extravaganza at 7-Eleven 171 Madison Ave

7-Eleven spokesperson Margaret Chabris sure has some explaining to do!

For months Chabris has been talking about New York City’s “underserved” neighborhoods and how she and her Texas-based 7-Eleven chains are going to bring healthier food options to NYC – as if Manhattan is some third-world country in need of fresh food and drinking water. Walking past this 7-Eleven at 171 Madison Avenue today, we couldn’t help but notice the cornucopia of junk food being advertised in the window. Mini Tacos! Pizza! More Mini Tacos! More pizza! It’s almost as healthy looking as the 7-Eleven website and their nifty new junk food app!

To be fair, there’s nothing wrong with pizza or tacos. But as 7-Eleven plans an additional 100 locations for Manhattan, the reason for the invasion, they claim, is New York City is “underserved” and they are bringing healthy eating options to us. Is there any neighborhood in Manhattan currently facing a pizza shortage? Is pizza considered healthy? So far the only thing 7-Eleven has done is push out local business and create a crime-friendly corner of urban blight. The corporate talk and the reality of what’s taking place doesn’t add up.

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Locally Made Meals

Locally Made Meals at 7-Eleven are delicious, filling, and take less than three minutes to prepare.

Premium steak cuts on a bed of long grain white rice, served with fresh broccoli, roasted red peppers, and a teriyaki glaze./p>

Four cheese tortellini topped with creamy alfredo sauce and aged parmesan cheese.

Our signature breaded chicken filet on a bed of penne pasta, topped with California marinara, and aged Parmesan cheese.

Hand rolled pasta filled with ricotta and mozzarella cheeses topped with a traditional Italian style meat sauce and a blend of Italian style cheeses.

With creamy alfredo sauce, grilled white mean chicken, and parmesan cheese over penne pasta.

Spaghetti noodles topped with an authentic Italian-style seasoned meat sauce and shredded parmesan cheese.

Traditional hand rolled enchiladas, filled with slow-simmered crumbled beef, smothered in a rich pasilla guajillo pepper sauce topped with a blend of Mexican inspired cheese.

Traditional hand rolled enchiladas, stuffed with poblano pepper seasoned with shredded chicken, covered with our spicy tomatillo sauce and finished with authentic queso fresco cheese.

Shredded chicken seasoned in a crushed tomato and onion with rice with vegetables, ranchero beans, and topped with cheddar cheese.

Roasted potatoes topped with poblano queso sauce, scrambled eggs, chipotle seasoned beef, fire roasted peppers and onions, and shredded cheddar cheese.

Roasted potatoes topped with poblano queso sauce, scrambled eggs, breakfast sausage crumble, diced ham, fire roasted peppers and onions, and shredded cheddar cheese.

Rice topped with turkey chili, scrambled eggs, shredded cheddar cheese, and pico de gallo.

The 7-Eleven of the Future Is an Organic Hellscape of Turmeric Slurpees

A trip to 7-Eleven, the country’s most recognizable convenience store, is not an experience that most would describe as aspirational. Influencers don’t flock there in search of the perfect selfie moment no chic, strikingly lit Instagrams of perfectly arranged spreads of hot dogs and Slurpees populate social media. 7-Eleven exists largely to feed people who need to eat cheaply and quickly if they want to eat at all.

Countless words have been written about how to make convenience store meals, snuck in between double work shifts or on lengthy road trips, more nutritionally virtuous. Skip the sugar-laden candy aisle and grab one of those sad oranges from the cooler, they implore. Avoid chips and crunch on water-logged celery slices instead. But in these moments of pure, desperate hunger, nothing is more deeply satisfying than greasy, gas station goodness chased down with a giant, radioactive green Slurpee.

But 7-Eleven plans to shed its identity as a junk food staple. As America’s obsession with wellness and “clean eating” shows no signs of slowing down, the chain wants to figure out how to change customers’ perceptions that convenience food doesn’t always have to be deep-fried or nutritionally sketchy. In early March, the chain debuted its first “lab store,” a real-time testing ground for new, bougie conveniences, next to a busy Dallas highway, just a stone’s throw away from a tony Italian market and one of the city’s most popular ramen joints. Outside, the store looks largely like any other 7-Eleven, with the familiar signage and gas pumps — until you notice the giant selfie-friendly mural painted by a local artist. Inside, it looks a lot like a Whole Foods or any other sleek modern grocer, with natural wood accents and towers of trail mix ingredients sold in bulk.

Unlike most other 7-Eleven stores, this outpost offers a range of hot and prepared food items that goes far beyond the typical roller-grill hot dogs that have been the chain’s bread and butter for decades. Right next to the roller grill sit warmers full of soups like vegetarian tomato basil and gluten-free chili. Across the aisle awaits what press releases call the “better for you” refrigerator case, filled with grab-and-go lunch items: sandwiches, salads, and plastic bowls filled with a “seasonal blend” of mushy kiwi, grapes, cantaloupe, strawberries, and a single pineapple spear. Thanks to the current dominance of the keto trend, hard boiled eggs portion-controlled packets of cured meats cheeses and cured meats wrapped around cheeses are abundant.

There is also a small restaurant, complete with a sit-down cafe and small patio off to the side of the store, arguably the best place to find food in the place. It’s the first Dallas outpost of Laredo Taco Company, a South Texas mainstay that has been selling serviceable breakfast tacos on freshly made tortillas to working people for years. Laredo Taco was part of the Stripes convenience store chain, which 7-Eleven acquired in 2018. With that came Laredo Taco Company, which has scored praise from Anthony Bourdain.

In the aisles, this 7-Eleven is stocked with enough gluten-free, paleo, vegan, organic, and naturally sweetened options to feed an entire army of wellness-obsessed snackers, with just enough “normal” food to resemble a small grocery store. A $15 jar of Justin’s Chocolate Hazelnut Butter sits on a shelf next to organic stevia ($9), jars of Bonne Maman preserves ($6), organic safflower oil ($12), and single-serve pouches of brown basmati rice are placed alongside staples like Velveeta processed cheese ($4), microwaveable Rice-A-Roni cups, and Wolf brand chili. Elsewhere, gluten-, dairy-, and egg-free cake balls ($14) share shelf real estate with Hostess chocolate cupcakes ($2).

The organic Slurpee machine. Amy McCarthy/Eater

And then, of course, there is the Slurpee, both an American icon and an engineering marvel. The fluffy, frozen beverage is a sweet-tooth staple the lab store’s innovation is the organic Slurpee, made with “farm to fountain” flavors like coconut, blood orange, and cucumber from Idaho’s Tractor Beverage Company, which boasts that its syrups are USDA certified organic, GMO-free, and “entirely” natural. In the organic Slurpees, buzzy superfoods like celery and turmeric are ingredients in the cucumber flavor allegedly stomach-soothing licorice root adds an extra veneer of health to the cherry cream flavor the blood orange flavor also features turmeric, along with black carrot. Unlike most of the original flavors, the organic options are not carbonated, which means they lack the fluffy, smooth texture of a typical cherry Slurpee. Instead, they’re packed with crunchy ice crystals that always seem to find their way to the most sensitive parts of your teeth.

It’s not surprising that even the Slurpee, much maligned for its hefty sugar content and the presence of preservatives like sodium benzoate, is getting the organic treatment. 7-Eleven is a corporation interested in making profits, and the organic food market is currently worth upwards of $45 billion. But there is something deeply unsettling about seeing the Slurpee stripped of its vibrant colors and cloyingly sweet flavors. It’s depressing to think that, someday, the Slurpee won’t represent a decadently sweet treat, but just another way to get in your daily dose of superfoods. It’s like if all the milkshakes in the future were Soylent, and every Red Bull was replaced with 7-Eleven’s locally-sourced “Yerbucha,” a mix of kombucha and yerba mate.

As chief operating officer Christopher Tanco said at a media preview, this lab store is “light years” away from 7-Eleven’s beginnings in Dallas more than 90 years ago. It’s a mere two miles away from the Southland Ice House in Oak Cliff, where 7-Eleven began as a purveyor of ice, bread, milk, and other household essentials in the 1920s. Originally called Tote’m and decorated with appropriative totem poles shipped in from Alaska, the chain took on the 7-Eleven moniker in the 1940s, and in the years following, its Big Gulps and Slurpees and Big Bite hot dogs became staples of the American diet.

It is this bizarre juxtaposition of the organic and the chemical-laden, the sacred and the profane, that makes 7-Eleven’s “lab store” such a fascinating — and disorienting — concept. In attempting to please literally everyone — gentrifiers, working-class families, young professionals, and kids looking for after-school snacks — it’s possible that they’re going to alienate everyone. No one on a tight budget wants to accidentally pay $2 more for organic tomatoes when they meant to grab the cheap ones, and no one wants to be tempted by the allure of a quick Velveeta and Rotel queso served with fried tortilla chips when they’re trying to eat “virtuously” and choose the gluten-free granola instead. Being guilt-tripped into buying fruit and hard-boiled eggs is particularly dehumanizing when you can only afford nachos.

Between its fancy coffee machines that grind beans to order, a dessert bar serving soft-serve gelato and non-fat frozen yogurt, and counters serving kombucha, nitrogen-infused hibiscus tea, and cold brew made with fair-trade, organic coffee beans, this store is also a panic attack in four walls. While browsing for more than an hour, I actually longed for a regular 7-Eleven, one where the cashiers would definitely look at me like a lunatic for asking where to find the cold brew coffee on tap, a place where it’s perfectly normal to buy three different types of gummy candy. If 7-Eleven truly wanted to improve upon its model in a meaningful way, it would look to its own stores in Japan: The food there — sandwiches stuffed with fluffy egg salad, soba noodles, and onigiri — has earned a cult following because it is cheap, varied, and most importantly, of high quality.

In the coming months, 7-Eleven has plans to open at least five of these “lab stores” in various locales across the country, including Washington, D.C. and San Diego, tailoring each to their geographic preferences. Perhaps the 7-Elevens in Detroit will eventually sell paczki alongside the Vernors Boston Cooler Slurpees specifically created for the region, and those in Philadelphia will develop cheesesteaks to serve alongside their regional Canada Dry Cranberry Ginger Ale-flavored frozen drinks. According to Tanco, the successes from these lab stores will be implemented in new, “regular” 7-Elevens, and those that have already been built will be retrofitted to accommodate the frozen yogurt bars and cold brew taps if they prove popular.

But when this 7-Eleven of the future arrives, most of us will realize that 7-Eleven was already perfect as it was. By the end of my time there, all I wanted was the comfort of a fizzy Cherry Coke and a bag of pepperoni pizza Combos, not kombucha.

And yes, I could’ve purchased all those convenience store classics at this “lab store,” but not without the weird guilt of knowing that I should be eating something more virtuous. If there’s one thing that the pervasive diet culture on this planet has taught me in my life, it’s that there are few shames greater than being the fat girl buying a hot dog and some corn chips behind a Lululemon-clad pilates instructor. I want a 7-Eleven that doesn’t judge me or think I should eat better, especially when I’m tequila-drunk at 2 a.m. and in desperate need of a chicken bacon ranch taquito.

After leaving the lab store, I found just the perfect 7-Eleven location — a “normal” 7-Eleven with no kombucha in sight — a few miles down the street, and bought a hot dog and a half-cherry, half-Coke Slurpee. I ate them in the car, just as God intended.

Amy McCarthy is the editor of Eater Dallas and Eater Houston.

7-Eleven tests fitness guru's "healthy" food

Nutritional eats and natural drinks might not be the first thing that comes to mind when you think of 7-Eleven.

But the world's largest convenience store chain today will roll out a test in Southern California with an eye on changing that. Some 104 stores in the Los Angeles market will begin to sell a line of what the chain calls "nutritionally balanced" fresh sandwiches, wraps and salads — and even cold-pressed juices — under the banner of fitness guru Tony Horton Kitchen.

Horton is the health and fitness executive whose DVD home workout series P90X has sold more than 4 million copies. More recently, he's delved into better-for-you foods.

For 7-Eleven, it's not about getting rid of other stuff in order to sell better-for-you items. It's about offering both. It still will sell beer and cigarettes and Twinkies and hot dogs, but as Millennials and other core customers demand more better-for-you offerings, the chain is eager to expand its lineup of fresh foods and drinks. Health and wellness, after all, is a $50 billion category in the U.S., and growing.

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

The new menu includes two sandwiches (including Grilled Chicken with blueberry mustard on a whole-grain sub) two salads (including Spicy Quinoa Salad with Chimichurri dressing) two wraps (including Spicy Black Bean Hummus & Vegetables) and four cold-pressed juices (including one that combines apple, celery, beet, ginger, parsley, spinach and lemon).

The sandwiches and wraps cost $4.75 to $6.50, and the juices go for $4.99. Average calorie count on the food items: 360. And most of them are packed with dietary fiber and protein. The Golden Roasted Turkey Breast Wrap with Chipotle Black Bean Hummus, at 410 calories, has 31 grams of protein and 10 grams of dietary fiber. But it also has 880 milligrams of sodium.

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, says Doddala. Healthy food options are the second-most requested items from 7-Eleven customers across all social media, the Internet and toll-free phone calls to the company, says Doddala.

(OK, the top request is for new Slurpee flavors.)

But 7-Eleven sells seven times more bananas than it sells Snickers, its top-selling candy bar, says Doddala. It's all about finding new ways to reach more "fitness-oriented" customers, he says. While that's not exclusive to Millennials, they are the most critical market that the chain is chasing.

If the new product line is a hit, it could be extended further throughout Southern California and maybe even go national, says Doddala.

But one nutritional expert — who says she's never heard of Tony Horton — is skeptical.

"If Tony Horton is a big fitness guru, what gives him the right to dictate a food menu to 7-Eleven instead of a chef with a well-rounded profile?" poses Robyn Flipse, a registered dietitian and author of Fighting the Freshman Fifteen. But, she adds, "I applaud anything they can do to expand the fresh food section of the store."

Horton, in a phone interview, calls the new menu "transformational" for 7-Eleven. "It gives people a new reason to walk into 7-Eleven."

But Flipse worries that some folks who walk in for the sandwich or wrap may also walk out with a bag of chips and a cookie. "Then," she says, "you've lost your balance."

10 7-Eleven Copycat Slurpee Recipes That Are Better Than the Real Thing

It’s July 11, y’all! You know what that means: It’s free Slurpee day at 7-Eleven (on the convenience store’s 50th birthday, we might add). This summer, take your 7-Eleven love to the extreme, beyond just one day, by hacking their signature cold sippers on a regular basis. From drinks that take a healthy approach to your chilly guilty pleasure to Slurpees that’ll throw you into a sugar coma, we’ve got the recipes to help you hack your fave flavors at home. Scroll on and find the *perf* DIY Slurpees for your super hot summer.

1. Raspberry Lemonade Slushie: You’re all about that tart taste. Give your favorite fruity flavor a health-conscious spin by skipping the trip to the Kwik-E-Mart and opting for a reinvigorating blend of raspberries and lemon. (via Cincy Shopper)

2. Cherry Coke Slush: Take your standard Coke slush to the next level by going for the sweet rush of cherry cola. Just don’t forget the cherry on top… and maybe a burger on the side. (via Happy Go Lucky)

3. Orange Push-Pop Smoothie: Orange creamsicles just got a whole lot better. You can give your ice-cold drink a childish charm with a push-pop flavored smoothie that’s the ultimate refreshment for your next summer cookout. (via Averie Cooks)

4. Kool-Aid Slurpee: Oh yeah! While healthy drinks are always encouraged, there’s just something so irresistible about that artificial Kool-Aid flavor. Give your homemade icy drink a throwback appeal with these fizzy and refreshing Kool-Aid flavors. (via Mandy’s Recipe Box)

5. Coca-Cola Slushie Recipe: Just because the Fourth of July is over, doesn’t mean we can’t exude those patriotic vibes all summer long. Give your weekend barbecue that all-American feel by serving up Slurpees featuring our country’s staple drink: Coca-Cola. (via The Frugal Girls)

6. Cherry Lime Slushy: Give your taste buds a sweet and sour burst with this crazy delicious cherry lime drink. Also keep in mind that this fruity beverage pairs great with a small hit of booze ) (via Egg Yolk Days)

7. Frozen Lemonade Slushie: This sweet drink is a classic lemonade with a frosty twist. You can now kick things up a notch when it comes to mixing up drinks for your kiddies. (via Lauren’s Latest)

8. Tropical Peach Pineapple Slushies: A healthy dose of fruits is essential for any well-balanced diet — and we’re pretty sure that includes fruity Slurpees too. With no sugar added, this drink is positively guilt-free! (via Averie Cooks)

9. Pink Watermelon Lemonade Slushies: Raspberry, strawberry and cherry? Just when you thought you’ve seen it all in the lemonade world, here comes watermelon to steal the show (aka the summer’s fave fruity snack). (via Half Baked Harvest)

10. Cherry Slurpee: There’s no denying that, when it comes to Slurpee flavors, cherry is king. Recreate 7-Elevens #1 drink with just a bit of Kool-Aid and that must-have hit of fizz. (via Frugal Coupon Living)

Follow us on Pinterest for more easy + delicious recipe ideas.

7-Eleven Debuts Nearly 100 New Healthy Products

IRVING, Texas — 7-Eleven Inc. has debuted nearly 100 new food and beverage products in 125 stores in Los Angeles as part of its new "Sips & Snacks That Love You Back" campaign. The launch features items from 31 up-and-coming brands that feature keto, paleo, vegan, organic, gluten-free and plant-based and other healthy attributes. These new products can be found on end-aisle displays and inside the open-air cold cases in 7-Eleven stores.

"When our emerging brands team created this unique product assortment in collaboration with our category managers, the goal was to give customers drinks and snacks that they might not expect to find at a 7-Eleven store," said Chris Harkness, vice president of new business development for Irving, Texas-based 7-Eleven. "Customers are demanding healthier options, and we know LA customers are leading the country in health and wellness trends, always willing to try the newest and most innovative products and services. In the past, 7-Eleven's LA stores have shown great success with food and beverages on the leading edge of these trends."

The product rollout follows 7-Eleven’s recent Next Up event, which gave emerging brands the opportunity to showcase its products in hopes of getting them on 7-Eleven’s shelves. More than 300 brands applied to participate in the event, and 7-Eleven accepted 70 to do so. Among those, 7-Eleven chose 31 brands for its test launch in Los Angeles. The new product lineup is for “power snackers, restricted-diet followers and anyone looking for ways to incorporate more functional, better-for-you sips and snacks to keep them fueled while on the go,” 7-Eleven said.

"We don't want small and emerging vendors to be intimidated by 7-Eleven's size," Harkness said. "7-Eleven is always on the lookout for innovative companies who have a fresh take on a product, a healthier alternative or a unique flavor that might become the next big food trend. We are eager to see how these brands perform on our shelves and look forward to hearing directly from customers about these new items in the assortment."

Here are the 31 brands by category:

  • Brew Dr. Kombucha: 100% organic and raw kombucha crafted with loose-leaf teas and blended with herbs, fruits and other botanicals.
  • Harmless Harvest Coconut Water: Organic coconut-based beverages.
  • Kabaki Kenyan Purple Tea: A purple tea that is high in antioxidants and grown in the high elevations of Mount Kenya.
  • Koia: 100% plant-based, dairy free, soy-free and non-GMO protein beverages. Each bottle contains 18 grams of protein and 4 grams of sugar.
  • Roar Organic: A line of organic electrolyte infusions with antioxidants, B vitamins, unique flavor combinations and 2 grams of sugar per serving.
  • Slingshot Rise Breakfast Drink: High-protein, probiotic drinkable yogurt with a crunchy shot of chia, almonds and oats.
  • Soylent: A grab-and-go meal with 20 grams of plant protein and 36 essential nutrients in a ready-to-drink beverage.
  • Spindrift Sparkling Water: Sparkling water made with real squeezed fruit. The beverage is non-GMO and gluten-free, and it has no calories or sweeteners.
  • Tio Gazpacho: A line of ready-to-drink vegetable-based soups.
  • Bobo's Oat Bars: Fresh-baked meal replacement bars that are gluten-free, non-GMO, vegan, kosher and soy-free.
  • Fishpeople Jerky: Sustainable salmon jerky with 24 grams of protein and 900 milligrams of omega-3s per bag.
  • Kalahari Biltong: Keto and paleo meat snacks that are air-dried, thinly sliced and made with six simple ingredients.
  • Ka-Pop Snacks: Ancient Grain Popped Chips that are vegan, gluten free, non-GMO and free of the top 12 allergens.
  • Kize Bars: Snack bars made with real-food ingredients. They are gluten free, non-GMO, nut-butter based and high in protein. Ten percent of each purchase helps feed those in need.
  • Love Corn: Premium crunchy corn snacks that are vegan, gluten-free and non-GMO.
  • Nick's Sticks: 100% grass-fed beef and free-range turkey meat snacks that are paleo and keto.
  • Peatos: Crunchy pea snacks with "junk food" taste and plant-based ingredients.
  • Perfect Bar: A refrigerated nut-butter protein bar that has up to 17 grams of protein per bar.
  • Quinn Snacks: Popcorn kernel snacks made with whole grain flours. The snacks are gluten-free, non-GMO and soy-, dairy- and corn- free.
  • Shroom Crisps: Crispy mushroom snacks that are available in a variety of flavors.
  • Siete Family Foods: Grain-free tortilla chips that are available in Nacho, Ranch and Fuego flavors. The chips are gluten- and dairy-free, paleo, vegan and non-GMO.
  • Snacklins: Crunchy chips made from mushroom, onion and yuca. Each bag contains 80 calories.
  • The Toasted Oat: Soft-baked granola crafted from healthy ingredients for a fresh cookie taste.
  • BrainJuice: A brain supplement shot meant to boost focus, memory and mood without the jitters or crash of traditional energy shots.
  • Kor Shots: Refrigerated raw wellness shots that contain no water or sugar. These shots are USDA-certified organic.
  • Strike Force Energy: A clear liquid beverage enhancer that is sugar- and calorie-free with 160 milligrams of caffeine and 100% B vitamins. The shots are designed to be mixed with any 16- to 20-ounce beverage.
  • Buff Bake: Protein-packed crunch cookies with nut-butter filling sandwiched between them. Each cookie contains 12 grams of protein and is gluten-free and non-GMO.
  • Clio Bars: Dark chocolate-wrapped Greek yogurt bars. Each bar has 9 grams of protein, probiotics and less than 150 calories.
  • Cocomels: Coconut milk caramels that are dairy-free, plant-based and non-GMO.
  • Dave's Sweet Tooth Toffee: Handmade, small-batch toffee that doesn't stick to your teeth.
  • Smashcrispy: Marshmallow rice treats from snackable marshmallow brand Smashmallow. These treats are made with organic cane sugar and natural ingredients.