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7-Eleven builds a best-value branding strategy

GROWING LINE. Packaging convenience and graphic consistency play big roles in the continuing growth of 7-Eleven's private-label
GROWING LINE. Packaging convenience and graphic consistency play big roles in the continuing growth of 7-Eleven's private-label

More sophisticated private-label approaches are coming to convenience stores too. 7-Eleven is one C-store chain that has embraced the power of packaging as it widens its own-brand assortment to help build shopper loyalty.

7-Eleven’s steadily growing line of 7-Select snack-cake, pie, mini-donut, and breakfast pastry products provides a snapshot of the chain’s thinking. The chain’s store-brand strategy is to be the lowest-cost selection while also offering shoppers convenience and value—with product quality that equals or surpasses that of national brands. In all, 7-Select was expected to encompass 260 SKUs by the end of 2009.

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Conveying Innovations Report
Editors report on distinguishing characteristics that define each new product and collected video demonstrating the equipment or materials as displayed at the show. This topical report, winnowed from nearly 300 PACK EXPO collective booth visits, represents a categorized, organized account of individual items that were selected based on whether they were deemed to be both new, and truly innovative, based on decades of combined editorial experience in experiencing and evaluating PACK EXPO products.
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Conveying Innovations Report