7-Eleven Launches Annual Brands With Heart Campaign

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.” 

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 said it is seeking innovative, retail-ready products that meet the needs of customers, including products across snacks, beverages and fresh convenience meals.

Applicants are encouraged to highlight what sets their products apart, 7-Eleven said. 7-Eleven said it 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. 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.

The retailer said that the 2026 Brands with Heart program drew more than 700 applicants. Approximately half of the 2026 Brands with Heart showcase finalists moved forward to regional testing.