Icelandic water flows exclusively to 7-Eleven

7-Eleven’s bringing crisp, “super-premium” water straight from Iceland to its private brand portfolio.

The retailer has just launched bottles of Skýra Icelandic spring water, created exclusively for 7-Eleven. It’s an exclusive brand to Irving, Texas-based 7-Eleven that is under the company’s private brand division but will not be housed under its 7-Select label.

The water is sourced from an Icelandic spring in a government-protected preserve, the retailer said, picking up soluble minerals from the ground and emerging as naturally alkaline.

The water has electrolytes, carries low mineral content and contains no nitrates, nickel, cadmium, uranium, phthalates or chlorine.

"Every time we develop a 7-Eleven private brand product, our goal is to exceed customers' expectations in both quality and value," said Jack Stout, 7-Eleven senior vice president of merchandising and logistics. "With Skýra, 7-Eleven is offering a premium, naturally pH-balanced water at a better value than national brands."

The water is available in a 20-oz. bottle for $1.99 and 1-l. bottle for $2.69.

For more on 7-Eleven’s thriving private brand business, see the story in the February issue of Store Brands and online here.