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7-Eleven Explorers Vol. 1

4, 26. 2006

   Most of merchandises displayed in the convenience stores are replaced with new products every week. It is said that if you see the selections of the products displayed on the shelves of the stores, you can see an aspect of the Japanese culture of today. We are presenting a serial of articles to take a look at new, original products put out on the convenience stores operated by Seven-Eleven Japan Co., Ltd. and see how they attract the people. Each of the products is stuffed with new ideas to satisfy the Japanese people who are said to be the most particular of all the peoples in the world.

Who's Not Concerned with Health?

   Today, no one can deny that it is almost impossible to find anyone who is not doing anything about his/her health. Being choosy about what to eat or going to a gym to solve the problem of lack of exercise – these are some of the things every one should remember of having done for better health. In this installation of the serial, some new products are introduced to satisfy such serious desire for being healthy.

Full of the Vegetables in Season

Salad of 17 Colorful Vegetables of Spring

Salad of 17 Colorful Vegetables of Spring

Features:
Mainly the vegetables of the season, 17 different kinds of vegetables are colorfully mixed. Nothing can be compared with it in nutritious balance.

It's made of:
Bamboo sprout, Snap peas, Green peas, Cheese, Black Soybeans, Walnut, etc.

March 28, priced at 295 yen

What on earth is GABA people talk about?

Vegetable Hamburger Lunch Box

Vegetable Hamburger Lunch Box

Features:
A generous amount of the aogenmai ( prematurely harvested, unpolished rice) is used in the cooking. The aogenmai is full of GABA (gamma-aminobutyric acid) that is found out to be effective in controlling cholesterol.

It's made of:
Boiled rice containing aogenmai, chicken meat minced and cooked like hamburger in Japanese style, boiled taro and squash, boiled hijiki seaweed, etc

March 28, priced at 490 yen

New musubi (rice ball), extremely good

7-grain blend musubi with light tuna

7-grain blend musubi with light tuna

Features:
It is a blend of various types of millet, and very tasty. Popping mouth sensation is enjoyable.

It's made of:
7-grain blend and light tuna (calorie is cut by half that of ordinary tuna)

March 21, priced at 110 yen

Everybody Likes It! Popularity Rate, No. 1.

BLT Graham Sandwich

BLT Graham Sandwich

Features:
The graham that is used to make the dough is the flour that's full of fiber, vitamins and minerals. It's very satisfying to eat.

It's made of:
Graham bread, bacon, half-boiled egg, tomato and lettuce.

March 21, priced at 295 yen.

※Please note that these products may not be available in some areas.


Editor's view

   In this installation, we dwell on the outstanding features of the products we introduced, and we will discuss the trend of Japan that those features showed.

sprouted brown rice
sprouted brown rice

So obsessed with rice. It's not half cooked.
   Rice has been inseparable part of the staple food of the Japanese people since ancient times. Besides the polished rice known by such brand names as Koshihikari and Akitakomachi , there are variety of other kinds of rice, including the "ancient rice" like the red rice and the black rice which carries the characteristics of the foundation stock, and the "sprouted brown rice" which is produced by sprouting brown rice by moistening. All of these different kinds of rice have their own typical taste and aroma. But the reason behind today's popularity of these new types of rice is the increased health consciousness of the people. These rice satisfy the desire of the people that they want to eat some thing good for their health – rice that still has the nutritious qualities that have been lost from the polished rice in the process of polishing.

Line of products at Seven-Eleven stores

   Besides the Aogenmai rice and 7-grain rice ball that were introduced above, the company is also developing such other line of products as rice ball of sprouted rice and lunch box using black rice. The company is aiming at satisfying the diversifying preferences of the consumers.


Seven-Eleven Japan Co., Ltd.

   Since the company was established in 1973, it has grown to be the No. 1 convenience store chain in terms of sales. It has now more than 10,000 shops across Japan. It is highly evaluated for its stance of looking at things from the view point of customers in developing the new line of products. http://www.sej.co.jp/english/

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