7-ELEVEN launches produce mix boxes delivered straight from the field

7-ELEVEN has recently launched a variety of boxes with different mixes of organic produce, delivered directly from the production areas, in response to consumers’ preference for rapid replenishment and planned purchases. The physical stores have also adjusted their hot food self-service area to offer packaged prepared meals. In addition, a variety of new side dishes, including exotic dishes and local snacks, will be added to the “Yuliao Xiaoguan" range from June 2nd. It is expected that the new products will drive related business growth by over 10% to 20%.

During the pandemic, it was important to be precise and fast when leaving the house to buy daily supplies, in order to reduce the risk of group infection. 7-ELEVEN said they observed the preference of fully packaged ingredients, and last year, they developed sweet potatoes and hot dogs served in the hot food self-service area into pre-packaged microwavable foods, which have been sold more than 8 million pieces.

7-ELEVEN has launched over 10 boxes of different fruit and vegetable mixes. Image by 7-ELEVEN.

7-ELEVEN stated that in order to give vegetable lovers easy access to vegetables and vegetarian products, they are also actively expanding the range of plant-based foods. They have introduced a vegetarian area in over 1,000 stores, and in some stores, there are fresh vegetable areas with more than 20 types of organically certified seasonal vegetables, as well as seasonal fruits. 7-ELEVEN has exclusively launched more than 10 varieties of fruit and vegetable mix boxes managed by a one-stop system from the production area to the store.

According to the company, the produce is pre-cooled and delivered to the stores at low temperatures throughout the entire process. The product selection includes pre-cut and cleaned vegetable packs, fruit mixes, and DIY salad boxes to create diversified offerings.

During the pandemic, ready-to-eat fresh food makes it convenient for consumers, and the company is optimistic about this business opportunity. From June 2nd, 7-ELEVEN will launch a series of side dishes. They said that the current product structure of the Yuliao Xiaoguan range includes refrigerated side dishes and frozen meals, and the total number of varieties has exceeded 30. It is expected that new products will drive related business growth by more than 10% to 20%.

Source: Economic Daily


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