7-Eleven adds to organic juice line

Retailer now offering premium private brand options

Dallas-based 7-Eleven has made three new additions to its 7-Select GO!Smart organic juices line.

The varieties are:

  • Pomegranate – Each bottle is made using 2.5 pomegranates, a source of antioxidants. The juice is cold-pressed and sourced only from pink pomegranates.
  • Melon – This honeydew melon variety is a good source of Vitamins A, B and C.
  • Blackberry – Each bottle contains the juice of 165 Dewberry blackberries, a source of Vitamin C and an antioxidant.

"Today's juice customers continue to look for more premium options," said Dion Miliaresis, senior product development manager for 7-Eleven’s private brand beverages. "Each of the three new juices will be sourced from a single organic fruit – pomegranate, blackberry or melon. Pomegranate juice, specifically, has seen significant growth as a premium juice in the U.S. because of its high levels of anti-oxidants and other nutrients. Both blackberry and melon juices are great-tasting and found at very few other retailers. They're a great addition for our customers and their growing need for healthier options."

The current 7-Select GO!Smart line of organic cold-pressed juices are fruit and vegetable blends. Within two months of launching, sales of three of the four varieties were in the top 10 of juices sold in 20-ounce or smaller sizes, according to the convenience store retailer.

As American consumers continue to look for healthier options, 7-Eleven said it continues to expand its better-for-you food and beverage selections in packaged private brands and fresh foods. In addition to the organic, cold-pressed juices, items include 7-Select GO!Smart fruit and nut blends and sprouted chips, 7-Select frozen Greek yogurt bars and string cheese, boiled eggs, protein packs, fresh-cut fruit and salads.

The new single fruit juice varieties are sold in 11.2-ounce glass bottles and contains one serving per bottle.