7-Eleven Opens Applications for Brands with Heart Showcase
News related to:7-Eleven, Inc · 2 min read
7-Eleven, Inc., the U.S. convenience retail giant, has launched the application process for its eighth annual Brands with Heart™ showcase. This initiative aims to identify and support emerging consumer packaged goods (CPG) brands that can offer innovative products to 7-Eleven, Speedway®, and Stripes® stores across the country.
The program, which opens applications on September 17, 2026, and closes on October 13, 2026, is designed to provide a platform for up-and-coming brands to showcase their products and potentially gain wider distribution. Applicants are encouraged to highlight their unique selling points, such as taste, functional ingredients, packaging innovation, and cultural relevance.
According to David Colletti, Senior Vice President of Mergers and Acquisitions, Business Development, and Transformation at 7-Eleven, Inc., the company is committed to innovation and bringing new, differentiated products to its shelves.
The application process for Brands with Heart involves submitting products that are ready for retail. Selected brands will participate in virtual programming leading up to an in-person showcase on January 13, 2027, at the 7-Eleven Store Support Center in Irving, Texas. During this event, founders will gain insights into 7-Eleven's retail ecosystem and have the opportunity to present their products to category teams, senior leadership, and executives.
Following the showcase, selected brands may be invited to conduct regional in-store tests at participating stores across the U.S. These tests will provide an opportunity to evaluate product performance, reach new customers, and explore potential for broader distribution. The 2026 Brands with Heart program received more than 700 applications, indicating strong interest from developing brands looking to enter the convenience retail channel.
7-Eleven, Inc., known for its iconic brands such as Slurpee®, Big Bite®, and Big Gulp®, continues to expand its product offerings to meet the evolving needs of its customers. With over 12,000 stores in the U.S. and Canada, 7-Eleven remains at the forefront of convenience retail, offering a wide range of fresh, high-quality, and convenient food options, as well as industry-leading packaged products at an outstanding value through its 7-Select™ private brand.
The 7Rewards® and Speedy Rewards® loyalty programs, with more than 100 million members, further enhance the customer experience, allowing them to earn and redeem points on various items in stores nationwide. Additionally, customers can place orders through the 7NOW® delivery app, with real-time tracking and typically 30-minute delivery times, depending on market conditions.
This year's Brands with Heart showcase is part of 7-Eleven's ongoing efforts to innovate and drive growth within the convenience retail sector. By supporting emerging brands, the company aims to continue offering customers new and exciting products that keep them coming back to the store.