Brands With Heart: Small Food Brands Score Big with 7-Eleven

 
Convenience store chain 7-Eleven recently completed its fourth Brands With Heart program, a competition among up-and-coming brands to earn a spot among the store’s shelves. Not only is Brands With Heart a great way to stock the 7-Eleven shelves with a wider variety of products, but it paid tribute and drew attention to some great brands that are less well-known. The chain has its own private label brand for food and beverage, but still partners with brands across the country.

Jeff Lenard, VP of Strategic Industry Initiatives for the National Association of Convenience Stores, explains the “hybrid model” 7-Eleven subscribes to, and why it benefits convenience stores across the country.

Jeff’s Thoughts

“What 7-11 in a lot of convenience retailers are doing with these types of programs are, thinking of it more like a hybrid between their own products when you have a private label and what they might have when they’re working with traditional vendors, somewhat of a hybrid, where these are different types of brands that you may only be able to find in these stores.

The second point is looking at the sense of higher purpose and why does your beverage, why does your snack taste better than the competitions? When you tell that story around the sense of purpose, you’re able to differentiate yourself, and that’s something that we’re increasingly seeing convenience retailers do to differentiate themselves in the competition because when you’re in the convenience space and everyone is in the convenience space. You need to find a way to differentiate yourself. If the only other ways are based on location or based on price.”

Follow us on social media for the latest updates in B2B!

Image

Latest

future of healthcare
Leading Through Change: Dr. Kevin Stevenson on Workforce, Innovation, and the Future of Healthcare
October 1, 2025

Healthcare is at a critical turning point, where staffing pressures, shrinking reimbursements, and rising patient expectations are reshaping the future of healthcare. According to the AACN Nursing Workforce Fact Sheet, the federal government projects more than 203,000 new registered nurse positions will be created annually from 2021 to 2031, reflecting high demand from an…

Read More
Non-traditional students
Holistic Support in Higher Ed: Why Non-Traditional Students Need More Than Just Financial Aid
October 1, 2025

Non-traditional students—adult learners, student parents, veterans, and first-generation college-goers—are carrying heavier burdens than ever. Upswing’s 2024 Ana Insights Report found that nearly nine in ten students intended to complete a FAFSA application, while many also sought help with essentials like food, housing, and bill payments. Perhaps most concerning, students expressed declining confidence in higher…

Read More
EAA AirVenture
From Ground to Sky: How Icom Radios Connect Crews, Docks, and Air Traffic at AirVenture 2025
October 1, 2025

Nestled in the shaded quiet of Oshkosh’s Seaplane Base, there exists a side of EAA AirVenture that many attendees never see. Unlike the bustling main grounds, the Seaplane Base operates for just one week each year, transforming from an unused shoreline into a hub of aviation activity. It takes hundreds of volunteers and days…

Read More
Seaplanes
Clear Signals, Safe Waters: Why Icom Radios are Key to Seamless Seaplane Operations at AirVenture 2025
October 1, 2025

At the heart of EAA AirVenture 2025, the Seaplane Base offers a unique glimpse into aviation’s most delicate dance—where water and air meet. Unlike traditional runways, this floating airfield demands a constant balance of precision, coordination, and communication. Here, pilots don’t just rely on their own skill; they depend on an entire team of…

Read More