---
title: "7-Eleven Adds Super-Premium Water from Iceland to Private Brand Lineup"
url: https://burnaze.com/article/729f6641-855e-4b93-99fc-61f40fc8b0f3
source: "Franchising.com"
original_url: https://www.franchising.com/news/20200305_7eleven_adds_superpremium_water_from_iceland_to_pr.html
category: "C-store & fuel"
industry: "Retail"
segment: "C-store & fuel"
published: 2020-03-05T12:00:00.000Z
modified: 2026-11-01T02:33:37.016Z
image: https://images.unsplash.com/photo-1524749292158-7540c2494485?w=1600&q=80&auto=format&fit=crop
---

# 7-Eleven Adds Super-Premium Water from Iceland to Private Brand Lineup

**TL;DR:** 7-Eleven adds a new super-premium water from Iceland to its private brand lineup. The water, called Skýra, is sourced from a government-protected nature preserve and is naturally alkaline with electrolytes.

*originally published in Franchising.com on 2020-03-05. [Read the original](https://www.franchising.com/news/20200305_7eleven_adds_superpremium_water_from_iceland_to_pr.html).*

## Story

[startIRVING, TEXAS - 7-Eleven, Inc. continues to raise the quality benchmark on its private brand portfolio with the addition of a new super-premium water imported from Iceland. Created exclusively for 7-Eleven, Skýra™ Icelandic spring water is naturally alkaline with electrolytes, a high pH (8.8) and naturally low mineral content.

Skýra water is sourced from an Icelandic spring in a government-protected nature preserve. Filtered through inert layers of lava, the water trickles deep into the ground over decades picking up soluble minerals before emerging as a naturally alkaline water. This pristine Icelandic water contains no nitrates, nickel, cadmium, uranium, phthalates or chlorine.

“Every time we develop a 7-Eleven private brand product, our goal is to exceed customers’ expectations in both quality and value,” said Jack Stout, 7-Eleven Senior Vice President of Merchandising and Logistics. “With Skýra, 7-Eleven is offering a premium, naturally pH-balanced water at a better value than national brands.”

The super-premium water’s pure and refreshing taste is a result of its origin in Iceland which is ranked as one of the cleanest countries in the world. Even its name, pronounced “skee-reh,” is an Icelandic word meaning “clear” or “to clarify.”

The new Skýra Icelandic spring water is exclusively available in two sizes at participating 7-Eleven® stores – 20 ounces for $1.99 and 1 liter for $2.69. For a limited time, two 1-liter bottles will be available for a promotional price of $4.

7-Eleven produces approximately 1,500 private brand items and expects sales of these proprietary packaged beverages, foods and non-food items to top $1 billion this year.

7-Eleven, Inc. is the premier name and largest chain in the convenience-retailing industry. Based in Irving, Texas, 7-Eleven operates, franchises and/or licenses more than 70,000 stores in 17 countries, including 11,800 in North America.

Known for its iconic brands such as Slurpee®, Big Bite® and Big Gulp®, 7-Eleven has expanded into high-quality sandwiches, salads, side dishes, cut fruit and protein boxes, as well as pizza, chicken wings and mini beef tacos. 7-Eleven offers customers industry-leading private brand products under the 7-Select™ brand including healthy options, decadent treats and everyday favorites, at an outstanding value. Customers can earn and redeem points on various items in stores nationwide through its 7Rewards® loyalty program, place an order in the 7NOW® delivery app in 28 participating markets, or rely on 7-Eleven for bill payment services, self-service lockers and other convenient services.

Find out more online at www.7-Eleven.com, via the 7Rewards customer loyalty platform on the 7-Eleven mobile app, or on social media at Facebook, Twitter and Instagram.

## Entities

- Franchising.com (publication)
- Retail (sector)
- Facebook (company)
- Twitter (company)
- Instagram (company)
- product launch (topic)
- 7-Eleven (company)
- convenience retailing (topic)
- Iceland (location)
- private brand (topic)
- water sales (topic)

---
Originally reported by Franchising.com (https://www.franchising.com/news/20200305_7eleven_adds_superpremium_water_from_iceland_to_pr.html). Summarized by Burnaze (https://burnaze.com/article/729f6641-855e-4b93-99fc-61f40fc8b0f3).