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7-Eleven Becomes Functional Food Player

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By: Sean Moloughney

Editor, Nutraceuticals World

Convenience retailer 7-Eleven, Dallas, TX, recently staked its claim in the functional food market by launching Formula 7, a proprietary line of functional food and beverage products. The new line-up includes bottled and canned beverages, as well as two nutritional bars, each designed specifically to enhance energy, fitness or endurance. The initial products include Formula 7 Energy Drink, which comes in a 16-oz. can and is available in two flavors, Cherry Lime Lightning and Super Citrus Charge. The functional ingredients consist of B vitamin complex, ginkgo biloba, inositol, taurine and caffeine. Formula 7 Chocolate Crunch is the company’s energy bar offering, and it contains B vitamin complex, bee pollen, green tea polyphenols and kola nut extract. Focusing on energy and mental focus, 7-Eleven also offers its Formula 7 Energy Beverage in 20-ounce bottles. The beveage comes in two flavors, Blood Orange and Raspberry Mint, and it contains vitamins B and E complex, ginkgo biloba, green tea polyphenols and Siberian ginseng. In the endurance category, the company has also unveiled Formula 7 Chocolate Mocha Caramel Endurance Bar, which contains B vitamins, whey and soy proteins, green tea and polyphenols. Lastly, in the fitness area, the company has developed Formula 7 Fitness Beverage in 20-ounce bottles. It comes in two flavors, Apple Rose and Natural Peach, and it contains B vitamin complex, green tea polyphenols, hydroxycitric acid (HCA) and chromium.

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