Wednesday, March 04, 20207-Eleven Adds Super-Premium Water from Iceland to Private Brand Lineup

IRVING, TEXAS (Mar. 4, 2020) – 7‑Eleven, Inc. continues to raise the quality benchmark on its private brand portfolio with the addition of a new super-premium water imported from Iceland. Created exclusively for 7‑Eleven, Skýra™ Icelandic spring water is naturally alkaline with electrolytes, a high pH (8.8) and naturally low mineral content.

Skýra water is sourced from an Icelandic spring in a government-protected nature preserve. Filtered through inert layers of lava, the water trickles deep into the ground over decades picking up soluble minerals before emerging as a naturally alkaline water. This pristine Icelandic water contains no nitrates, nickel, cadmium, uranium, phthalates or chlorine.

“Every time we develop a 7‑Eleven private brand product, our goal is to exceed customers’ expectations in both quality and value,” said Jack Stout, 7‑Eleven Senior Vice President of Merchandising and Logistics. “With Skýra, 7‑Eleven is offering a premium, naturally pH-balanced water at a better value than national brands.”

The super-premium water’s pure and refreshing taste is a result of its origin in Iceland which is ranked as one of the cleanest countries in the world. Even its name, pronounced “skee-reh,” is an Icelandic word meaning “clear” or “to clarify.”

The new Skýra Icelandic spring water is exclusively available in two sizes at participating 7‑Eleven^® stores – 20 ounces for $1.99 and 1 liter for $2.69. For a limited time, two 1-liter bottles will be available for a promotional price of $4.

7‑Eleven produces approximately 1,500 private brand items and expects sales of these proprietary packaged beverages, foods and non-food items to top $1 billion this year.