7-Eleven to Offer "Elusive" Sugar-Free Slurpee
October 30, 2001
Kraft scientists hit on long-sought after formula
DALLAS -- 7-Eleven introduced earlier this month the first sugar-free Crystal Light Lemonade Slurpee, which contains only eight calories per eight ounces, compared with 118 calories for a traditional Slurpee, says a report in the Wall Street Journal. Sugar-free Slurpees are among the products that 7-Eleven customers have requested most frequently. This development is the result of research conducted by Kraft Foods Inc., which had worked with 7-Eleven on developing other products.
A sugar-free version of the popular frozen drink has been "elusive," said the report. The sugar crystals give Slurpees the consistency of sherbet, but also allow it to be sipped through a straw. Whatever the food scientists tried turned the drink into a big block of ice, said Nancy Smith, 7-Eleven's vice president of field merchandise. "We just couldn't crack the code."
A few months ago, however, scientists at Kraft had a breakthrough, the report said. After a year of work, they created a sugar-free syrup that could make a drink with just the right consistency.
"When they brought it to us to taste, I was so excited I rushed right to [CEO] Jim Keyes' office, because he's been asking for this for years," John Ryckevic, 7-Eleven's U.S. category manager for Slurpees and Big Gulps, told the newspaper.
"The recipe is confidential for competitive reasons," said Mike Murname, director of channel marketing for Kraft, who added that the Northfield, Ill., company is attempting to patent its discovery. Now that the code has been cracked, though, Kraft has additional sugar-free Slurpee flavors in the pipeline, including passion kiwi fruit, raspberry iced tea and peach tea, the Journal. The c-store retailer also has a Gatorade Slurpee is also in the works, added the report.
The Crystal Light Lemonade Slurpee is being tested by 7-Eleven in 106 stores in Detroit, which buys more Slurpees than any other city, and 35 stores in Kansas City, before rolling it out to the rest of the country in the summer, according to the report.
"I'm very excited about diet Slurpees," 7-Eleven customer Julie Lippe told the Journal. "I'll probably go back to having three or four a week of the big ones. And they'll be a fun treat for the kids, too."
Slurpees account for just $150 million in sales a year at 7-Eleven, a small portion of the company's merchandise revenue of about $6.6 billion last year. Still, the product, whose sales increase each year, is an important part of its stable of proprietary items, which account for 30 percent of sales and help differentiate 7-Eleven from other convenience stores. To keep the brand growing, 7-Eleven is investing $40 million in Slurpee machines, updating and increasing the number that stores have so each store can serve more flavors at a time, the report said.
The expansion is part of a longtime effort to capitalize on the well-known brand. In addition to developing new and unusual flavors each year--peanut-butter-and-jelly and buttered popcorn are the next new flavors--7-Eleven also sells Slurpee bubble gum and Slurpee lip balm.
Copyright © 2001 CSP Information Group, Inc.
October 30, 2001
Kraft scientists hit on long-sought after formula
DALLAS -- 7-Eleven introduced earlier this month the first sugar-free Crystal Light Lemonade Slurpee, which contains only eight calories per eight ounces, compared with 118 calories for a traditional Slurpee, says a report in the Wall Street Journal. Sugar-free Slurpees are among the products that 7-Eleven customers have requested most frequently. This development is the result of research conducted by Kraft Foods Inc., which had worked with 7-Eleven on developing other products.
A sugar-free version of the popular frozen drink has been "elusive," said the report. The sugar crystals give Slurpees the consistency of sherbet, but also allow it to be sipped through a straw. Whatever the food scientists tried turned the drink into a big block of ice, said Nancy Smith, 7-Eleven's vice president of field merchandise. "We just couldn't crack the code."
A few months ago, however, scientists at Kraft had a breakthrough, the report said. After a year of work, they created a sugar-free syrup that could make a drink with just the right consistency.
"When they brought it to us to taste, I was so excited I rushed right to [CEO] Jim Keyes' office, because he's been asking for this for years," John Ryckevic, 7-Eleven's U.S. category manager for Slurpees and Big Gulps, told the newspaper.
"The recipe is confidential for competitive reasons," said Mike Murname, director of channel marketing for Kraft, who added that the Northfield, Ill., company is attempting to patent its discovery. Now that the code has been cracked, though, Kraft has additional sugar-free Slurpee flavors in the pipeline, including passion kiwi fruit, raspberry iced tea and peach tea, the Journal. The c-store retailer also has a Gatorade Slurpee is also in the works, added the report.
The Crystal Light Lemonade Slurpee is being tested by 7-Eleven in 106 stores in Detroit, which buys more Slurpees than any other city, and 35 stores in Kansas City, before rolling it out to the rest of the country in the summer, according to the report.
"I'm very excited about diet Slurpees," 7-Eleven customer Julie Lippe told the Journal. "I'll probably go back to having three or four a week of the big ones. And they'll be a fun treat for the kids, too."
Slurpees account for just $150 million in sales a year at 7-Eleven, a small portion of the company's merchandise revenue of about $6.6 billion last year. Still, the product, whose sales increase each year, is an important part of its stable of proprietary items, which account for 30 percent of sales and help differentiate 7-Eleven from other convenience stores. To keep the brand growing, 7-Eleven is investing $40 million in Slurpee machines, updating and increasing the number that stores have so each store can serve more flavors at a time, the report said.
The expansion is part of a longtime effort to capitalize on the well-known brand. In addition to developing new and unusual flavors each year--peanut-butter-and-jelly and buttered popcorn are the next new flavors--7-Eleven also sells Slurpee bubble gum and Slurpee lip balm.
Copyright © 2001 CSP Information Group, Inc.
