7-Eleven, Jones Soda launch premium private brand carbonated beverages

7-Eleven Inc., Dallas, and Seattle-based Jones Soda Co., a premium beverage company, said they partnered to create 7-Select brand premium sodas crafted by Jones. The sodas will be the first premium carbonated beverages in the 7-Select private brand lineup.

The premium carbonated beverages are available in five distinct flavors: Twisted Citrus, Fruit Loose, Cocolocolilinut, Tropical Slam Rambutan and Bluesberry Smash. Each 7-Select premium soda is made with natural flavors, lightly sweetened with cane sugar and ranges from just 180 to 195 calories per 20-ounce bottle. Each serving includes 75 mg of caffeine. As the new beverage's tagline suggests, "This is no ordinary soda," the companies said.

Using feedback from customer focus groups, the new 7-Select soda and flavor profiles were carefully developed over the course of more than a year, strategically incorporating specific ideas that appeal to the shared 7-Eleven and Jones customer, the companies added.

"Our customers have a voice, and we used their input to develop 7-Select premium sodas," said Jennifer Cue, CEO of Jones Soda Co., "incorporating internationally inspired flavors into a refreshing lineup. These exclusive drinks offer premium ingredients, great taste and a caffeine kick. With fewer calories per serving than the national brands, we believe we have created an ideal product for the 7-Eleven customers of today and tomorrow."

The 7-Select premium sodas are packaged in a proprietary plastic (PET) bottle for portability, featuring an embossed 7-Select logo and a custom carbonation pattern that provides a unique tactile experience for consumers. In true Jones style, the bottle labels feature black-and-white lifestyle images submitted by Jones' and 7-Eleven's consumers, the companies said.

"We want every 7-Select product to be best in class," said Sean Thompson, vice president of private brands, 7-Eleven. "[We] work to ensure each item stands out because it has the highest quality, the best value, is unique in the market and only available at 7-Eleven. Jones was the perfect partner to create a premium soft drink unique enough to carry both the 7-Select and Jones brands."