7-Eleven testing healthy fresh food line

7-Eleven has teamed up with Tony Horton, the man behind fitness program P90X, to develop a line of nutritionally balanced foods and cold-pressed juices for on-the-go customers.

A line up of sandwiches, salads, wraps and cold-pressed juices under the Tony Horton Kitchen brand will make its debut in 104 select 7-Eleven stores in the Los Angeles area. Previously the brand was only available through direct home delivery.

"Tony Horton is one of the biggest names in the world of health and fitness," said Raja Doddala, 7-Eleven's senior director of innovation. "His passion for reaching people and improving their quality of life inspired us at 7-Eleven to offer our guests fresh, upscale selections. Tony has been super to work with as we developed healthy, great-tasting, on-the-go choices. Besides, the Tony Horton Kitchen brand instantly signals that these will fit into a healthy lifestyle."

7-Eleven is one of several retailers that have recently introduced a line of healthy food options to meet the growing needs of the on-the-go, health-conscious consumer. In June, CVS (NYSE:CVS) launched Fit Choices, a store brand line of healthy snacks.

A team spent one year creating, testing and tasting the recipes for 7-Eleven. The goal was to create foods that were nutritious, delicious and affordable. A 16-ounce bottle of cold-pressed juice costs $4.99 and food items range from $4.75 to $6.50 and can be found in the refrigerated, fresh-foods case.

"We want to provide healthy, convenient food and beverage options, whether that means a high-protein wrap, a cold-pressed juice or a high-fiber fresh salad," said Kelly Buckley, 7-Eleven's VP of fresh food and beverage innovation and manufacturing. "The addition of these nutritionally balanced products gives our guests better and more varied choices. By teaming with Tony Horton Kitchen, we want people to think of 7‑Eleven for healthy options when they are on the go."

Just a few months back, 7-Eleven announced the expansion of its digital loyalty program to more than 2,000 store locations, where shoppers will be able to earn points and redeem rewards at convenience store locations.

For more:
-See this 7-Eleven press release

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