7-Eleven Adds Brazilian Bold Coffee Blend
Posted on February 25, 2009
7-Eleven has entered the battle for coffee drinkers with a new premium brew called Brazilian Bold. 7-Eleven says the premium blend features "select Arabica beans grown in the mountains of Central and South America." 7-Eleven will compete with McDonald's, Dunkin Donuts and other retailers offering cheaper alternatives to more expensive cafes like Starbucks.
Paul Pierce, senior director of merchandising for 7-Eleven, says in a statement, "In blind taste tests, we found that coffee-drinking consumers really like our Exclusive Blend coffee. We also learned that many young coffee-drinkers prefer a strong, rich flavor, so we developed a coffee to fit that flavor profile. Our new Brazilian Bold scored just as high as strong flavors from national competitors in the taste tests we later conducted."
7-Eleven says retail prices for its Brazilian Bold blend will range from 99 cents to $1.79, based upon cup size (12 to 24 ounces) and geographic market. Competition from cheaper coffee take-out alternatives like McDonald's, 7-Eleven and Dunkin Donuts have led Starbucks to try new tactics like value pairings and instant coffee.
The new Brazilian Bold blend received a good review from The Caffination.
Update: Today, 7-Eleven describes its coffee as being "made with Arabica beans grown at high elevations and selected for peak freshness." They credit themselves for the first on-the-go coffee cup starting in Long Island in 1964. 7-Eleven also has a line of canned and glass coffees called Grab-N-Go.
Note: The Brazilian Dark Roast from 7-Eleven is pictured. It is a premium blend of coffee from Southwestern Brazil made from 100% Arabica beans.