7-Eleven encroaching further into Starbucks' territory

by Keith Nunes
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SAN DIEGO, CALIF. — Javo Beverage Company, Inc. announced its collaboration with 7-Eleven, Inc., Dallas, on the launch of a new line of fountain dispensed iced coffee and latte beverages. Customers may prepare the drinks at a 7-Eleven self-service coffee bar as easily as purchasing a soda or brewed hot coffee, according to the company.

Iced coffee flavors in the new line include Mocha Latte, French Vanilla Latte, Colombian Iced Coffee, Hazelnut Iced Coffee and Columbian Decaf Iced Coffee. The product line has been tested and fine at 200 7-Eleven locations since August 2005 and is being expanded across the Northeast and Upper Midwest.

"Our iced coffee and lattes are more consistently delicious than those served at high priced coffee houses," said Gary Lillian, Javo’s president. "The tasty selections reflect the successful innovation and testing by the product and operations teams at our two companies."

The program was designed for 7-Eleven operators with high traffic who want to keep sales up without adding additional staff to dispense the drinks. All the new products are available in one-gallon dispenser packs that fit commonly available cold drink dispensers.

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