7-Eleven Launches Brands with Heart Program to Boost Emerging CPG Brands

What's Happening?

7-Eleven Inc. has initiated its seventh annual Brands with Heart program, inviting emerging consumer packaged goods (CPG) brands to showcase their products in its convenience stores, including 7-Eleven, Speedway, and Stripes. The program aims to foster innovation in snacks, beverages, and frozen treats, encouraging brands to apply through October 13. Selected brands will participate in educational sessions and pitch opportunities with category managers, culminating in early 2026. The initiative seeks products that stand out through taste, packaging innovation, or purpose-driven efforts, with a focus on empowering brands that align with consumer values and needs.

Why It's Important?

The Brands with Heart program represents a significant opportunity for emerging CPG brands to gain exposure and potentially scale their products nationally through 7-Eleven's extensive network. As the top-ranked U.S. convenience store chain by store count, 7-Eleven's endorsement can provide substantial market access and credibility. This initiative not only supports innovation in the CPG sector but also aligns with consumer demand for unique and purpose-driven products. Brands that succeed in this program could see increased sales and brand recognition, benefiting from 7-Eleven's established customer base and marketing support.

What's Next?

Following the showcase, 7-Eleven will select certain brands for in-store testing at participating U.S. locations, offering a pathway to national distribution. This phase will allow brands to refine their offerings based on consumer feedback and sales performance. The program's success could lead to further collaborations and expansions, potentially influencing product trends in the convenience store industry. Stakeholders, including brand owners and category managers, will closely monitor the outcomes to assess the viability of scaling selected products.