7-Eleven's Brands with Heart Showcase: A Launchpad for Innovation
7-Eleven’s Innovative Brands with Heart Showcase Opens Applications
Applications are now welcomed for creative, retail-ready goods that cater to today's consumer needs.
7-Eleven, Inc., recognized as the largest convenience retailer globally, has launched the applications for its annual Brands with Heart™ showcase. This unique initiative allows promising brands to exhibit their products in 7-Eleven, Speedway, and Stripes stores across the nation. This is a wonderful opportunity for emerging brands to shine and reach a broader audience.
The Purpose of Brands with Heart
The Brands with Heart program serves as an accelerator for consumer packaged goods (CPG) brands aiming to establish themselves within the 7-Eleven family of stores. The initiative provides invaluable support, starting from product discovery all the way to in-store testing, enhancing visibility for innovative brands.
Each year, the showcase invites CPG products that exemplify innovation across snacks, beverages, and frozen delights. The aim is simple: find and promote exceptional new offerings that can delight customers.
“At 7-Eleven, we’re searching for bold ideas and unique products that resonate with our customers,” said Jesus Delgado-Jenkins, Executive Vice President and Chief Merchandising Officer at 7-Eleven. “Brands with Heart is designed to support the next wave of innovators while offering our customers fresh, exciting choices.”
Application Process and Selection Criteria
Brands looking to participate are encouraged to showcase what sets them apart, whether it’s through exceptional flavor, innovative packaging, or sustainable practices. By early 2026, the program will feature selected brands engaging in educational sessions with category managers, providing essential insights for business growth.
“We aim to uplift the next generation of brands that not only bring tasty and high-quality products but also demonstrate a strong sense of responsibility and purpose to modern consumers,” shared Marissa Jarratt, Executive Vice President and Chief Marketing & Sustainability Officer at 7-Eleven. “We are eager to discover innovative products that not only taste great but also align with our customers’ values.”
Post-showcase, chosen brands will have the opportunity for an in-store test across various U.S. locations, providing a pathway to potential national expansion.
A Success Story from Last Year
Magic Spoon, an emerging protein cereal brand, represented by Hilary Freedman, its Director of Sales for Alternate Channels, expressed excitement over their selection in the previous Brands with Heart program. “Magic Spoon was thrilled to be part of the 7-Eleven Brands with Heart Program which allowed us to introduce our Protein Treats to stores in select regions. The entire 7-Eleven team has been incredibly supportive, helping us maximize our success throughout the testing phase.”
How to Apply
For brands interested in applying, applications are open at 7-Eleven.com/Emerging-Brands, with submissions closing soon. Don’t miss the chance to highlight your innovative product!”
About 7-Eleven, Inc.
7-Eleven, Inc. stands out as the top name in the U.S. convenience retailing industry. Operating, franchising, and licensing over 13,000 stores in the U.S. and Canada, 7-Eleven is not only renowned for its convenience but also for quality offerings. This includes its iconic products like Slurpee® and Big Gulp®. The company also features a wide range of fresh food options, from wraps to delicious tacos, ensuring customers have access to high-quality choices. Through its industry-leading branded products and loyalty programs such as 7Rewards®, 7-Eleven continues to be an innovative leader in convenience retailing.
Frequently Asked Questions
What is the Brands with Heart program?
The Brands with Heart program is an initiative by 7-Eleven aimed at helping emerging brands showcase their products in 7-Eleven stores, providing them vital exposure and growth opportunities.
Who can apply for the showcase?
Any innovative consumer packaged goods (CPG) brand can apply for the showcase, especially those with unique products that enhance customer experiences.
How long is the application period?
The application period for the Brands with Heart showcase is usually open until mid-October each year. Specific dates vary annually.
What happens after the showcase?
Selected brands may be offered in-store testing at participating 7-Eleven locations, with the possibility of expanding to more stores.
How does 7-Eleven support selected brands?
7-Eleven offers educational sessions and direct pitch opportunities with category managers to aid selected brands in their growth and success within stores.
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