7‑Eleven® stores in the U.S. are carrying a new line of proprietary juices that rival those prepared fresh in free-standing, high-end juice bars. The new organic, cold-pressed juices are part of the retailer’s 7-Select GO!Smart private brand line of premium better-for-you snacks and beverages.
The 7-Select GO!Smart juices come in four varieties:
- Clean & Green – Kale, cucumber, apple, spinach, mint, celery, lime, parsley
- Tropical Glow™ – Pineapple, orange, banana, apple, mango, passionfruit, coconut water
- Berry & Bright™ – Tart cherry, carrot, blackberry, pomegranate, bilberry, cranberry, acai
- Restoration Red™ – Tomato, tart cherry, beet, strawberry, apple, lime
Each variety is USDA-certified organic, made from whole fruits and vegetables. A special promotional retail price for the launch is two for $4 at participating stores for a limited time. The everyday suggested retail price is $2.99 for a 14-ounce bottle, less than the cost of premium national brand juices. The juices will be sold chilled in the refrigerated section.
While some independent juice bars and premium juice companies can boast their juices are organic or cold-pressed, most can’t make both claims. 7‑Eleven can make them … and several more.
The new line of premium 7-Select GO!Smart juices are:
- USDA-certified organic
- Cold-pressed certified fair trade
- Non-GMO Project verified
- 100 percent fruit juice blend or vegetable and fruit juice blend
- Gluten-free
- Vegan
- No additives
- Not from concentrate
- Fewer calories
- No added sugar
- Glass bottle, not plastic
- Shelf-stable
In addition to complete nutritional information, the back of the bottle includes a fruit-to-vegetable taste meter for each flavor and even how much of each individual ingredient it takes to make one 14-ounce bottle. For instance, one bottle of Clean & 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.
Cold-pressed juices are made using a hydraulic press to extract juice from fruits and vegetables.
While overall juice sales increased more than 4 percent over last year, sales of super premium juices rose at double the rate as people look for healthier and more nutritionally dense beverages. For many, particularly millennial females, premium juices offer an easy way to boost consumption of fruits and vegetables.