New Fresh Foods Line-up Promotes Balance, Taste Over Fad Diets

Just in time for the new year, when millions of Americans make their annual resolutions to live and eat healthier, 7-Eleven, Inc. rolls out the next generation of its fresh food program with the national launch of Pick Smart™, a selection of sandwiches, grilled items and packaged baked goods with lower fat and calorie content. Fresh food items carrying the Pick Smart label must have no more than 10 grams of fat and 420 calories.
Packaged fresh foods meeting those criteria will carry the 7-Eleven® Pick Smart logo and will be priced the same as similar items, between $1.59 and $3.69. The first varieties being introduced are: Chicken with Ancho Chili Lime Spread - Sliced roasted chicken breast, romaine lettuce, ancho lime spread combining a citrus twist with smoked pepper flavor, on home-style white bread, 9 grams of fat (0 trans fats), 330 calories

Turkey and Ham Sandwich - Roasted turkey breast, ham and cappicolla ham, romaine lettuce, Dijon mustard and light mayonnaise on tomato basil bread - 9 grams of fat, 330 calories (available mid-January)

Jerk Chicken Griller - All white meat chicken seasoned with a blend of Jamaican spices, 6 grams of fat, 114 calories (without bun)

Crispy Cereal Starrs - That crispy rice cereal treat Americans grew up loving, made fresh and shaped like stars; Cocoa Cereal Starr also available, 6 grams of fat, 330 calories


Acknowledging the inherent challenges of creating better-for-you meal options without giving up flavor, Kathy Hasty, a 7-Eleven category manager for fresh foods, thinks the convenience retailer has found the recipe for success with its new Pick Smart™ brand of fresh-made-daily sandwiches.

"This is the single most frequent request we get," Hasty said. "When will you make lower-fat choices available too?' We didn't want to take so much flavor out to lower the fat and calorie count that consumers wouldn't enjoy them," Hasty said. "Diet trends come and go, but I think the constant is that people are looking for more balance in all aspects of their lives. They don't want to be confined to any specific diet, but are looking for a more balanced lifestyle and to make better, healthier choices."

To encourage customers to try the new better-for-you sandwiches, 7-Eleven is offering a free bag of Baked! Lays® Potato Chips, a low-fat, low-calorie snack option by Frito-Lay containing only 110 calories and 1.5 grams of fat, with the purchase of specially marked Pick Smart sandwiches. The free chips promotion runs through the Feb. 7 or while supplies last.

Likewise, the Jerk Chicken Griller and Cereal Starrs mark 7-Eleven stores' first entry into better-for-you grill and bakery items. New Pick Smart selections will be added on an on-going basis. The recipes reduce fat and calories by eliminating cheese and high-fat spreads, and using leaner meats like turkey and chicken. Pick Smart sandwiches, like all 7-Eleven sandwiches, are made fresh daily, and none have more than a two-day shelf life.

Each item carrying the Pick Smart brand has nutritional information, which is verified by an independent lab and printed on a label affixed to the back of the package. "Even though a lot of fast food and sit-down restaurants are carrying healthier menu options, customers still may not be exactly sure what they're getting without going online or asking to see an in-store nutritional chart," Hasty said. "Our Pick Smart labels include this information so the customer can make an informed purchasing decision on the spot."

Healthier sides like veggie trays and fresh fruit, somewhat of a novelty in convenience stores, are available as healthy snacks to round out the meal. 7-Eleven also carries several healthy or reduced calorie beverage options in the vault and on the Big Gulp® fountain and Slurpee® machines.

Over the past year, most of the top food stories in the news have focused on health-related issues - the revamped food pyramid … the rise and fall in popularity of low-carbohydrate diets … fast-food restaurants' menu changes reflecting consumers' growing health consciousness … and adult and childhood obesity.

"There are so many radical swings in diet trends," Hasty added. "People need food choices they can eat every day for the rest of their lives, rather than extreme diets for short bursts. People understand fat grams and calorie counts. We at 7-Eleven are trying to provide a good balance between something that tastes good and moderates fat and calorie content."

With all the news coverage about health and nutrition, people seem to be paying more attention to what they eat. In a 2004 study conducted by Deloitte-Touche, 83 percent of respondents said they want more healthy dining options away from home. The 2003 Sandwich Study by the International Deli, Dairy and Bakery Association reports that people consciously select foods with three things in mind: health, taste and convenience, although not necessarily in that order. Taste and convenience still count as major influencers for those eating out and consumers aren't inclined to sacrifice either for a healthier version.

"7-Eleven will always be about convenience, that's why our customers shop at our stores," Hasty said, "but we want to offer healthier choices that are also convenient, fresh, taste good and offer a good value for their dining dollar."

On average, consumers eat more than four sandwiches per week, mostly for lunch and mostly away from home. Those numbers are climbing. According to Sandelman & Associates, sandwich sales are growing at about twice the rate of other fast food.