7-Eleven has launched its own line of "functional" foods and beverages, under the Formula 7 brand. The company has focused on four categories: Energy, Energy/Mental Focus, Endurance and Fitness.
7-Eleven notes that functional foods are defined by the International Food Information Council as any food or food component that may have health benefits beyond basic nutrition. But the products they are launching at the moment focus not on long-term health and disease prevention, like most functional foods. Instead, the lineup includes bottled and canned beverages, as well as two nutritional bars, each designed specifically to enhance energy, fitness or endurance.
The products, touted as being fortified with vitamins, minerals, herbs, antioxidants, amino acids and other natural ingredients, sound more like caffiene-pumped or otherwise "energy"-injected offerings. www.7-eleven.com
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