Since 2019, RangeMe has proudly partnered with 7-Eleven on its Brands with Heart program, an annual initiative dedicated to discovering and showcasing emerging, purpose-driven brands across 7-Eleven, Speedway, and Stripes convenience stores. This year’s submissions process is currently underway and runs through October 13, 2025.
Selected brands gain a path into a new retail channel, expanding their reach to millions of convenience shoppers, while also receiving mentorship, educational opportunities, and direct access to 7-Eleven category managers.
The process begins with applications through RangeMe, where brands submit their products and stories for consideration. Selected participants are then invited to a showcase event where they present to 7-Eleven leaders, receive mentorship and coaching, and in some cases move forward to in-store tests with the potential to scale nationally across 7-Eleven, Speedway, and Stripes stores.
ECRM & RangeMe SVP f Retail Wayne Bennett spoke with Louisa McCarty, Manager, 7-Ventures | 7-Eleven Emerging Brands about the Brands with Heart program what it entails.
RangeMe: What categories do you focus on for the program?
McCarty: We focused on center store snacks, innovative beverages, frozen treats, packaged bakery, and refrigerated snacks because these are high-traffic areas in c-stores where shoppers are open to discovery. They also represent categories where innovation is happening fast, from functional beverages to protein snacks, and where we know customers are looking for fresh, differentiated options.
RangeMe: What shopper needs or trends are driving growth at your stores?
McCarty: Shoppers are looking for better-for-you options that don’t sacrifice convenience or taste. We’re seeing demand for protein, functional benefits, and permissible indulgence. But across all categories, taste still is #1 for our shoppers – the product has to taste amazing!
RangeMe: What criteria do you look for when selecting brands?
McCarty: We look at a mix of product attributes including product differentiation, fit with c-store and scalability. Products need to be on-the-go, craveable and unique, with pack sizes and price points that work in our stores. We also evaluate scalability – whether a brand can support a regional test of at least 300 stores from both a distribution and capital standpoint. Lastly, we value passionate founders creating products that meet consumers’ unmet needs.
RangeMe: How does 7-Eleven support these brands?
McCarty: Finalist brands gain access to virtual programming that prepares them for how to be successful in c-stores. Additionally, brands have the opportunity to showcase their product to the entire corporate office in Irving, TX, and pitch directly to category managers for a chance to launch in a regional test later in the year.
RangeMe: What are some common mistakes suppliers make?
McCarty: One common mistake is not tailoring their pitch to c-stores. This channel has unique dynamics (small basket sizes, quick trips, and an emphasis on immediate consumption). My advice: think like a c-store shopper and highlight how your product meets that mission.
RangeMe: Where do BWH products get placed in stores?
McCarty: Placement varies, but we aim to put products where they’ll be seen and tried (in-line with other like items).
RangeMe: Can you tell us about some recent successes?
McCarty: Last year, we had nine brands move into regional tests after BWH. We even have a few who are on their way to expand nationally!
Submissions for this year’s Brands with Heart program are open until October 13, 2025. Click here to submit your product.