7-Eleven has launched an own-brand line of organic, cold-pressed juices as it responds to consumer trends for healthier beverages.
Made with a range of fruit and vegetables – including kale, bilberry and cucumber – the drink is available in four flavours: clean and green, tropical glow, berry and bright, and restoration red.
The convenience retailer said it aims to rival independent juice bars and premium juice companies with the line, which is also vegan and gluten free.
7-Eleven director of new product development Tim Cogil said: “When you compare this new line of 7-Select Go!Smart cold-pressed juices head to head with nationally recognised premium juice brands, well, there is no comparison.
“Ours are organic and cold-pressed, without additives and not from concentrate. Typically, this level of quality is only found at juice and smoothie restaurants.”
In addition to nutritional information, the back of the bottle includes a fruit-to-vegetable taste meter for each flavour and how much of each individual ingredient it takes to make one 14-ounce bottle. For instance, one bottle of clean and green contains 25 kale leaves, one parsley bunch, 12 celery stalks, three cucumbers, two green apples, 13 mint leaves, 15 spinach leaves and one lime.
7-Select Go!Smart items are designed with nutritional balance as a priority for those looking for better-for-you options while on the go. Many are gluten free, GMO free and use organic sweeteners like agave and brown rice syrups.
Cogil added: “Whenever the private brand team creates a new item, our goal is to use only the highest quality ingredients and unique flavor combinations you can’t find anywhere else.
“We want customers to love it so much that they come back to 7-Eleven because they can’t find anything like it anywhere else. Our private brands set us apart from the competition.”
The new cold-pressed juices are now available in the US with a recommended retail price of $2.99 for a 14-ounce bottle.
© FoodBev Media Ltd 2020