7-Eleven, Inc. Opens Applications for 2027 Brands with Heart™ Showcase

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Sep 17, 2026, 07:11 ET

Emerging brands to bring innovative, retail-ready products to 7-Eleven®, Speedway® and Stripes® stores

IRVING, Texas, Sept. 17, 2026 /PRNewswire/ -- 7-Eleven, Inc. has officially opened applications for its eighth annual Brands with Heart™ showcase. This unique platform offers emerging brands the opportunity to present their products to 7-Eleven in a showcase format and potentially reach customers across 7-Eleven®, Speedway® and Stripes® stores in the U.S. Brands are encouraged to apply now at 7-Eleven.com/Emerging-Brands. Applications are open now through October 13, 2026.

Brands with Heart is 7-Eleven's program for discovering emerging consumer packaged goods (CPG) brands with differentiated products and strong growth potential. The program aims to build a path for up-and-coming companies within the 7-Eleven family of stores, from brand discovery to potential expanded distribution. This year, 7-Eleven is seeking innovative, retail-ready products that meet the needs of customers, including products across snacks, beverages and fresh convenience meals.

"At 7-Eleven, we're constantly looking to innovate and drive what's next, bringing products to our shelves that offer something genuinely different and give our customers new reasons to come back," said David Colletti, Senior Vice President of Mergers and Acquisitions, Business Development and Transformation. "Brands with Heart gives rising companies a chance to bring their ideas directly to our teams, learn what it takes to succeed in convenience retail and potentially put their products in front of customers across our family of stores."

Applicants are encouraged to highlight what sets their products apart, whether through next-level taste, functional ingredients, unique formulations, packaging innovation, brand storytelling, responsible sourcing or cultural relevance. 7-Eleven is especially interested in brands that are launch-ready with products that can be tested across a meaningful number of stores.

Selected brands will take part in virtual programming ahead of an in-person showcase on January 13, 2027, at the 7-Eleven Store Support Center in Irving, Texas. Across both virtual and in-person programming, founders will gain insights into 7-Eleven's retail ecosystem and hear from other emerging brands, including Brands with Heart alumni and brands that have launched products in 7-Eleven stores. The in-person showcase will include educational sessions, one-on-one pitch meetings with category teams, access to senior leadership and executives and opportunities for founders to showcase their products to the broader Store Support Center.

Following the showcase, select brands may be invited to launch regional in-store tests at participating stores across the U.S., providing an opportunity to evaluate performance, reach new customers and explore the potential for broader distribution.

The 2026 Brands with Heart program drew more than 700 applicants, reflecting strong interest from developing brands looking to enter the convenience retail channel. Approximately half of the 2026 Brands with Heart showcase finalists moved forward to regional testing.

To apply, visit 7-Eleven.com/Emerging-Brands. Submissions close October 13, 2026.

About 7-Eleven, Inc.
7-Eleven, Inc. is the premier name in the U.S. convenience-retailing industry. Based in Irving, Texas, 7-Eleven operates, franchises and/or licenses more than 12,000 stores in the U.S. and Canada. In addition to 7-Eleven^® stores, 7-Eleven, Inc. operates and franchises Speedway^®, Stripes^®, Laredo Taco Company^® and Raise the Roost^® Chicken and Biscuits locations. Known for its iconic brands such as Slurpee^®, Big Bite^® and Big Gulp^®, 7-Eleven offers customers fresh, high-quality and convenient food options like sandwiches, salads, side dishes, cut fruit and protein boxes, as well as pizza, chicken wings and mini beef tacos. 7-Eleven also offers customers industry-leading packaged products at an outstanding value with its 7-Select™ private brand. Customers can earn and redeem points on various items in stores nationwide through its 7Rewards^® and Speedy Rewards^® loyalty programs, which have more than 100 million members. Customers can also place an order in the 7NOW^® delivery app with real-time tracking and delivery typically in about 30 minutes, depending on the market, driver availability, weather, traffic conditions, and other factors. Find out more online at www.7-eleven.com.