This Summer, 7-Eleven Wants to Sell You...Fine Belgian Chocolate?

Convenience store chain 7-Eleven wants to offer its customers a taste of the finer things in life. Case in point: The franchise brand, a favorite stop for those who need a candy fix, will debut a proprietary line of chocolates this summer using Belgian chocolate, according to a report from The Takeout.

Andrew Lee, the senior category manager of center-store merchandising for 7-Eleven Inc., recently granted an interview to the publication CSP Daily News. Lee discussed the brand’s candy strategies and plans, and The Takeout pointed out what was arguably the executive’s most eyebrow-raising comment: that 7-Eleven wants to offer customers a fine chocolate confection of its own making.

“In regard to premium chocolate, we are focusing on seasonal customers with [our soon-to-be-launched] Belgium chocolate,” Lee told CSP Daily News. “We know from recent tests that our customers still enjoy indulgent treats. Because healthy confection is gaining popularity with customers, we continue to test new products and explore options that will cater to the customer’s needs.”

The chocolate will have a “highly approachable price point,” Lee said.

It seems a bit out of left field for 7-Eleven, but in this competitive age, who can blame a brand for trying something new? After all, Dairy Queen managed to serve up a chicken and waffle basket, and Sonic convinced customers to try Red Bull-infused slushies and cake batter milkshakes. Anything beats the utterly traumatizing KFC Colonel Sanders bearskin rug.