7-Eleven Expands 7-Select Line

JULIE GALLAGHER

DALLAS — Snack cakes, pies, mini-doughnuts, breakfast pastries and other packaged bakery items have been added to 7-Eleven’s 7-Select store-brand lineup.

The new 7-Select private-label line includes snack cakes and pies, mini-doughnuts and breakfast pastries.

Forty additional 7-Select items, including frozen pizza and appetizers, nuts, cookies and sandwich crackers, will be introduced before year's end, spokeswoman Margaret Chabris told SN. The line currently includes 225 items.

“We work with Daymon Worldwide to help source manufacturers for these house brands,” she said. “It’s done a great job with the fast rollouts we’ve had over the last year.”

Participating locations will incite trial of the newest single-serve treats by discounting them to 99 cents through the end of the year. Beginning in 2010, items will retail for $1.19 each, with the 10-ounce bags of mini-doughnuts selling for $1.99.

The 15 new sweets were pitted against national brands in taste tests and preferred, on average, 3-to-1 over national-brand equivalents, according to 7-Eleven.

“Our goal was to match or improve on the taste and quality of the baked goods by the national brands,” said Joe Hermes, 7-Eleven senior product director for bakery and produce, in a statement. “If you can do that and save a customer money, they’re more likely to become loyal to that product.”

Currently under development are 7-Select seasonal snack cakes, slated for release in 2010.

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