7-Eleven launches energy drink brand

Dallas-based 7-Eleven has combined energy, sports and performance into one new private brand drink line.

The new brand, called QUAKE, contains electrolytes, creatine, COQ10 and branched-chain amino acids (BCAAs). Available exclusively at participating 7-Eleven stores, Quake, which retails for $2.49, comes in four flavors: Original, Orange Fusion, Tropical Lemon and Berry Blast. All are sugar-free and contain no artificial flavors.

"Understanding the needs of our customer is critical to the success of our private brands program," said Tim Cogil, 7-Eleven senior director of private brands. "Customers were telling us they want an energy drink that provides more benefits than the traditional energy drink brands offer today.

7-Eleven says it has been focused on increasing the quality and variety of proprietary beverage options across the store from its well-known products sold in cups to the products found in the refrigerated section.

“Our new brand, Quake, was developed based on customer feedback and incorporates the highest quality and right mix of ingredients that make it unique in the energy space. Our product tested higher than traditional brands in flavor and overall preference. Based on those results we knew we hit the mark with Quake," Cogil says.

The company says its private brand team benchmarks all its new food and beverage creations against the best national brands have to offer.

The energy drink category continues to grow, with annual sales of $12 billion, and 75% of that is sold in convenience stores, according to IRI. Much of that growth is attributed to the increase in functional or performance energy drinks.

7-Eleven has more than 68,000 stores in 17 countries, including 11,800 in North America.