7 -Eleven, the world’s largest convenience store chain recently rolled out a test in 104 Los Angeles area to sell a line of what the chain calls “nutritionally balanced” fresh sandwiches, wraps and salads — and even cold-pressed juices — under the banner of fitness guru Tony Horton Kitchen.
Horton is the health and fitness executive whose DVD home workout series P90X has sold more than 4 million copies. More recently, he’s delved into better-for-you foods.
For 7-Eleven, it’s not about getting rid of other stuff in order to sell better-for-you items. It’s about offering both. It still will sell beer and cigarettes and Twinkies and hot dogs, but as Millennials and other core customers demand more better-for-you offerings, the chain is eager to expand its lineup of fresh foods and drinks. Health and wellness, after all, is a $50 billion category in the U.S., and growing.
The new menu includes two sandwiches (including Grilled Chicken with blueberry mustard on a whole-grain sub); two salads (including Spicy Quinoa Salad with Chimichurri dressing); two wraps (including Spicy Black Bean Hummus & Vegetables); and four cold-pressed juices (including one that combines apple, celery, beet, ginger, parsley, spinach and lemon).
7-Eleven sells seven times more bananas than it sells Snickers. If the new product line is a hit, it could be extended throughout Southern California and maybe even go national.