7-Eleven and Natural Precepts launch YES!
August 16, 2005
by Keith Nunes
DALLAS — 7-Eleven stores throughout the country are exclusively offering YES!, a functional beverage concept containing 12 vitamins, 8 antioxidants, 10 fortified minerals and 22 amino acids through the month of August. The product, developed in partnership with 7-Eleven and launched by Natural Precepts, L.L.C. earlier this year reportedly provides a 75% absorption rate for needed nutrients, approximately five times the absorption rate for multivitamin tablets and capsules.
With the functional beverage segment growing, Natural Precepts and 7-Eleven saw an opportunity to take the concept a step further.
"As both a functional beverage and a vitamin supplement, YES! is positioned to fit the needs of the 7-Eleven consumer," said Jessica Strauss, 7-Eleven category manager of non-alcoholic beverages product development. "We are pleased with the flavor profile and excited about the potential of this new product."
Natural Precepts’ development team first began work on the project last November, facing the challenge of adding multiple vitamins, minerals and other nutrients without sacrificing taste. Several flavors were presented, and "Cherry Twist" proved the favorite.
YES! provides an example of 7-Eleven’s commitment to team merchandising, working with manufacturers to bring new and innovative products to market.
"This first-to-market product, and I’m sure many others, would likely stay on the back-burner without a retailer like 7-Eleven, who also has the logistics systems and store network in place to put a new product before millions of consumers in a short time," said David Rockhold, chief executive officer of Natural Precepts.