US convenience store company 7-Eleven has announced it is to launch an own-brand line of functional foods and beverages under the Formula 7 brand name.
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The initial 7-Eleven product line-up includes bottled and canned beverages, as well as two nutritional bars, each designed specifically to enhance energy, fitness or endurance. Products will be fortified with vitamins, minerals, herbs, antioxidants, amino acids and other natural ingredients.
“Consumers are looking for ways to improve their health whether it’s changing their diet, lifestyle or looking to vitamin supplements,” said Debbie Wildrick, 7-Eleven’s product director for processed foods. “Formula 7 provides a great platform for us to develop additional items with specific attributes to enhance energy, endurance, wellness, strength and maybe more.”
