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The code is finally cracked
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Posted by: Rich Rohrich---------------------
7-Eleven to Offer "Elusive" Sugar-Free Slurpee
October 30, 2001
Kraft scientists hit on long-sought after formula
DALLAS -- 7-Eleven introduced earlier this month the first sugar-free Crystal Light Lemonade Slurpee, which contains only eight calories per eight ounces, compared with 118 calories for a traditional Slurpee, says a report in the Wall Street Journal. Sugar-free Slurpees are among the products that 7-Eleven customers have requested most frequently. This development is the result of research conducted by Kraft Foods Inc., which had worked with 7-Eleven on developing other products.
A sugar-free version of the popular frozen drink has been "elusive," said the report. The sugar crystals give Slurpees the consistency of sherbet, but also allow it to be sipped through a straw. Whatever the food scientists tried turned the drink into a big block of ice, said Nancy Smith, 7-Eleven's vice president of field merchandise. "We just couldn't crack the code."
A few months ago, however, scientists at Kraft had a breakthrough, the report said. After a year of work, they created a sugar-free syrup that could make a drink with just the right consistency.
"When they brought it to us to taste, I was so excited I rushed right to [CEO] Jim Keyes' office, because he's been asking for this for years," John Ryckevic, 7-Eleven's U.S. category manager for Slurpees and Big Gulps, told the newspaper.
"The recipe is confidential for competitive reasons," said Mike Murname, director of channel marketing for Kraft, who added that the Northfield, Ill., company is attempting to patent its discovery. Now that the code has been cracked, though, Kraft has additional sugar-free Slurpee flavors in the pipeline, including passion kiwi fruit, raspberry iced tea and peach tea, the Journal. The c-store retailer also has a Gatorade Slurpee is also in the works, added the report.
The Crystal Light Lemonade Slurpee is being tested by 7-Eleven in 106 stores in Detroit, which buys more Slurpees than any other city, and 35 stores in Kansas City, before rolling it out to the rest of the country in the summer, according to the report.
"I'm very excited about diet Slurpees," 7-Eleven customer Julie Lippe told the Journal. "I'll probably go back to having three or four a week of the big ones. And they'll be a fun treat for the kids, too."
Slurpees account for just $150 million in sales a year at 7-Eleven, a small portion of the company's merchandise revenue of about $6.6 billion last year. Still, the product, whose sales increase each year, is an important part of its stable of proprietary items, which account for 30 percent of sales and help differentiate 7-Eleven from other convenience stores. To keep the brand growing, 7-Eleven is investing $40 million in Slurpee machines, updating and increasing the number that stores have so each store can serve more flavors at a time, the report said.
The expansion is part of a longtime effort to capitalize on the well-known brand. In addition to developing new and unusual flavors each year--peanut-butter-and-jelly and buttered popcorn are the next new flavors--7-Eleven also sells Slurpee bubble gum and Slurpee lip balm.
Copyright © 2001 CSP Information Group, Inc.
Posted by: XRpredator---------------------
yay? :confused:
Posted by: Rich Rohrich---------------------
Science triumphs once again :D
Posted by: LWilson250---------------------
But..but...but...but...how am I going to get my sugar buzz now? I guess it's back to the double quarts of soda I get at Diamond Shamrock... 2 quarts of Pepsi for $1.27 
Lee W.
Posted by: biglou---------------------
Sugar-free brain freeze! Yeah!
I will do a comprehensive evaluation of said product and publish results here! Question one: Is it possible to exist on a diet made entirely of slurpees!:D
Posted by: Patman---------------------
It might beat the Subway Diet.:D
Posted by: Rich Rohrich---------------------
As science marches forward at this dizzying pace I just want to say I'm glad to live in such an enlightened age. Think of the hell people lived with in the Dark Ages before cable TV, free internet porn and microwave pizza
Posted by: Old CR goat---------------------
Rich please, you paint a picture of life that is - would be----
Unbearable:scream:
Posted by: biglou---------------------
...That I do not have cable! Big ol' antenna strapped to the chimney! I'll pay $750 for a pair of bolonium footpeg pivot pins to save 2.5 grams but I ain't payin' $35/month for cable, not when I only watch about 1/3 of the channels.:D
Posted by: Jamir---------------------
You make up for it with the free internet porn and the microwave pizzas though Lou!
J/K....I think
Posted by: oldguy---------------------
Lou- I hold you and people like you as personally responsible for the downfall of American society. You brag about stealing- yes stealing- your entertainment for free out of the air. How are the mega monopolies going to survive without your $35 each and every month?
BTW I doubt we watch even 1/5 of the channels on cable in a month- but like good Americans we know TV aint free:think
Posted by: zio---------------------
I hear ya, BigLou. When you feel the need for another channel or two, you just monkey up the roof an' add a few extra feet of coat hangar and presto- Telemundo por la familia. Que bueno!
You didn't get suckered into that whole "electric clothes dryer" sham either, right? Clothesline on the front lawn workin' well for you?
Posted by: biglou---------------------
The funny thing is, I get used to the fact that some channels come in better than others, and cloud cover and weather conditions have a serious impact on reception! Sometimes at night or early in the morning you pick up some weird stuff!
Now-Let's get back on topic. Back to the super sugar-free slurpee!
Posted by: chadk01---------------------
Zio- LMAO
Posted by: Sawblade---------------------
There are no Seven Elevens here in North West Arkansas so I guess I'm going to miss out. If any one has been watching Seven Elevens financial and stock performance its pretty impressive what they have done in the last 12 - 24 months. Remodeling, adding and cleaning up stores. Adding additional products to fit local needs (taste). I'd say the sugar free Slurpee will be a big plus in there corner of the C-mart store world. 118 calories down to 18 calories is a impressive difference. I imagine a big marketing strategy will be seen once the product is brought to market.
Big Lou, The only thing worse then a Slurpee is a gut bomb burrito and a quart color from QT at one AM! But that's another story!
Posted by: biglou---------------------
You guys are killing me here! Did you know that there actually is a burrito named "The Bomb" (or, "Da Bomb") at QT. Every time I see it all I can think of is that whistling bomb falling and then the explosion! My favorite saying when I take my first bite out of one of those gut bombs: "And the fuse is lit"!
Posted by: CanadianRidr---------------------
I think the name "The Bomb" is the description of the Burrito coming out, not in
ps Now Rich this doesn't mean that you can substitute water for surgarless slurpee's before your race:D
Posted by: 70 marlin---------------------
Way to visual, rich sitting there in his undies watching cable, crusing them P sites on the old puter, drinking a slurpy eating micro pizza. < opra voice on> Don't go their girl <opra voice off>
Posted by: JeffK---------------------
A sugarless slurpee? That's what we need - just like decaffeinated coffee and non-alcoholic beer - what's the point?
Next thing you know they'll be making hotdogs out of real beef!!!! YUCK
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