This week, convenience chain 7-Eleven launched 25 new products, including Outstanding Foods’ vegan PigOut Pork Rinds, at 200 locations in Southern California. The chain is testing the new products as part of its Snacks & Sips initiative that introduces customers to up-and-coming brands. 7-Eleven will determine whether or not to extend the availability of the new products regionally or nationally based on sales performance and customer feedback.

“We want brands to understand that launching their products in 7-Eleven stores can help them build their business effectively beyond the grocery and natural channels,” Jack Stout, Senior Vice President of Merchandising and Demand at 7-Eleven, told CNN Business. “They can compete in a narrower set in a small format retailer to intercept the on-the-go customer, scale quickly, and drive profit.” 

Outstanding Foods was founded by serial entrepreneur Bill Glaser and David Anderson—one of the co-founders of food-technology company JUST and a former chef at vegan brand Beyond Meat. In February, the company—which is backed by celebrity investor Snoop Dogg—launched its line of soy-free vegan pork rinds in four flavors: Original, Hella Hot, Texas BBQ, and Nacho Cheese. The brand was chosen by 7-Eleven from a group of 750 companies that applied to be part of the initiative.

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