Tue, Jan 05, 2010 - Page 12 News List

7-Eleven taps ready-made meal market

By Jason Tan  /  STAFF REPORTER

With its first batches of own-brand frozen meals hitting shelves last week, 7-Eleven, the nation’s largest convenience chain store, is hoping to tap the growing number of people who prefer to eat fast, convenient ready-made meals.

The store unveiled its 10 frozen packaged meals — with selections from spaghetti, fried rice and pizza to chicken wings — for NT$28 (US$0.80) each.

“Hypermarkets may overlook consumers’ needs with their big, family-sized packaged meals,” said Tony Tsai (蔡篤昌), marketing vice president for President Chain Store Corp (統一超商), which runs 7-Eleven stores in Taiwan. “There are single people and DINKs [double income, no kids] out there and we are offering them value-for-money meals as an alternative.”

The frozen meals, which consumers can heat up in a microwave, have proven popular in Japan and Taiwanese have a growing appetite for them too, he told a press briefing yesterday.

Currently, 7-Eleven has nearly 300 own-brand items on its shelves, accounting for 10 percent of the 3,000 items on sales.

Own-brand revenues make up more than 10 percent of total sales and the figure is set to rise as the store operator aims to introduce more own-brand items in the future, the company said.

7-Eleven is gearing up for heated competition as retailers slash prices to boost sales amid sagging consumer spending.

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