USA: 7-Eleven brings back “Brands with Heart” program

In its fourth edition, the initiative is aimed at innovative brands that seek to get their product on the shelves of the retailer.

7-Eleven has announced the fourth edition of its “Brands with Heart” initiative. The program is aimed at brands that are seeking to get their product on the shelves of the convenience store chain and to give them the opportunity to enter a new retail channel to introduce their products to the different brands of the retailer, 7-Eleven, Speedway and Stripes.

"The ‘Brands with Heart’ showcase attracts hundreds of applicants from up-and-coming brands each year and gives us the unique opportunity to scope out new products that might make the perfect addition to our stores' shelves – such as Lemon Perfect, which was discovered during our 2019 Brands with Heart event," said Jack Stout, Executive Vice President and Chief Merchandising Officer at 7-Eleven.

For the fourth year, emerging brands are invited to make their case for why they deserve a spot on the shelves of the stores. Whether a product is ready to go to market or is still up-and-coming, all brands are invited to apply. 7-Eleven is looking to diversify its product offerings beyond the traditional c-store assortment and put innovative products on the shelves that meet the needs of its on-the-go customers.

"It is our mission to help these rising brands grow, and we're excited to see…and taste… the many innovative products that participate. We're committed to elevating our product assortment for customers who are always seeking new and delicious items that fit into their busy lifestyles," added Stout.

After the application process, stand out brands will be invited to participate in an in-store test at participating 7-Eleven, Speedway and Stripes stores of their region. Fan-favourite brands from each market will move on to the ‘Brands with Heart’ showcase where they will present their products to a panel of leaders from the company. Selected brands from the showcase will be paired with 7-Eleven leaders for coaching, mentoring, and training to prepare them for the opportunity to secure a place on shelves at stores throughout the US.