7-Eleven enters functional food arena with Formula 7

by FoodBusinessNews.net Staff
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DALLAS — 7-Eleven, Inc. has created a proprietary line of functional foods and beverages named Formula 7. The initial 7-Eleven product lineup includes bottled and canned beverages, as well as two nutritional bars, each designed specifically to enhance energy, fitness or endurance.

The first offerings from Formula 7 are fortified with vitamins, minerals, herbs, antioxidants, amino acids and other natural ingredients. The products designed to increase energy include the Formula 7 energy drink, available in a 16-oz can and offered in two flavors, Cherry Lime Lightning and Super Citrus Charge, and the Formula 7 Chocolate Crunch energy bar.

The product that aims to increase energy and sharpen mental focus is the Formula 7 energy beverage, available in 20-oz bottles and offered in two flavors, Blood Orange and Raspberry Mint. Functional ingredients include gingko biloba, green tea polyphenols and Siberian ginseng.

The second energy bar offered under the Formula 7 line targets consumers who want to increase their endurance. The Formula 7 Chocolate Mocha Caramel bar contains essential B vitamins, whey and soy proteins and green tea polyphenols.

Finally, the Formula 7 Fitness beverage, designed to enhance fitness with the help of green tea polyphenols, H.C.A. and chromium, is packaged in a 20-oz bottle and comes in two flavors, Apple Rose and Natural Peach.

The suggested retail price for both the bottled beverages and bars is $1.79, and $2.49 for the canned energy drinks. Graphic icons representing the nutritional benefit provided by the product appear on the package and on in-store signage.

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