Out of Africa: 7-Eleven Introduces Kenya AA Specialty Roast Coffee

Out of Africa: 7-Eleven(R) Introduces World Roasts(TM) with Kenya AA Specialty Roast Coffee

DALLAS, Oct. 10 /PRNewswire-FirstCall/ -- 7-Eleven(R) hot beverage bars will have an African flavor with the introduction of Kenya AA, the first single-origin coffee available under the company's new World Roasts(TM) brand. Considered one of the world's great coffees, Kenya AA is a full-bodied variety that boasts intense flavor, bright acidity and complex fruit and wines tones. Sampling cups will be available at participating stores for customers to take a preview sip of the exotic new coffee from the other side of the world.

"This isn't just a new coffee flavor for 7-Eleven, it's an entirely new segment of our business, in which we will be introducing selections originating from exotic locales specifically known for growing the finest beans," said Donald Driver, 7-Eleven category manager for hot beverages. "World Roasts targets serious coffee-drinkers as well as adults who are looking for a richer, more intense coffee flavor. While medium in weight, Kenya AA has deeply dimensioned qualities."

Next door to Ethiopia, which is considered by most to be the birthplace of coffee, Kenya arrived on the coffee scene relatively late. The African country of primarily tea-drinkers only began cultivating coffee in 1900 when missionaries arrived with seedlings. Grown in rich volcanic soil on the slopes of the 17,000-foot Mt. Kenya, the coffee has won global rave reviews. Many coffee aficionados attribute the fertile volcanic soils in high elevations with producing the world's best coffee beans. East African countries like Kenya and Ethiopia, along with Hawaii and Costa Rica enjoy similar climates and growing conditions.

Wet-processed and sold by the size of the bean, Kenya AA beans are the largest grown in the country. Smaller beans are categorized as A or B. According to Coffee Research Institute, wet-processing is a relatively new method of removing the four layers surrounding the coffee bean. This process results in a coffee that is cleaner, brighter and fruitier. Most countries with coffee valued for its perceived acidity, will process their coffee using the wet-process.

Grown on small estates or farms, rather than by agribusiness giants, all Kenyan coffee beans are of the Arabica variety. These small-holding farmers organize into cooperatives to process and bring their coffee to market. Their artisan production techniques attract astute coffee-buyers from around the world who pay a premium for the coffee grown in this small East African country.

"Many coffees are blends of beans with differing qualities and origins," Driver said. "Single origin coffees offer the rich, true flavor of these exotic gourmet beans with no dilution of taste. Kenya AA is considered a boutique coffee, and is the finest grade that country offers. I think our coffee customers will love its rich, full-bodied flavor, all at the same price our customers pay for any of our other coffees or hot beverages."

According to the 2004 National Coffee Drinking Trends Study, published by the National Coffee Association, almost half of, or more than 100 million, American adults consume some type of coffee drink every day. America's favorite hot drink has always been the number-one-selling beverage -- hot or cold -- at 7-Eleven. The convenience retailer sells more than 1 million cups of coffee each day, equal to 10,000 pots of coffee every hour of every day of the year.

New World Roasts coffee flavors will be introduced quarterly. In January, 7-Eleven stores will present its second World Roasts specialty coffee offering -- Hawaiian Kona.

About 7-Eleven, Inc.

7-Eleven, Inc. is the premier name and largest chain in the convenience retailing industry. Headquartered in Dallas, Texas, 7-Eleven, Inc. operates or franchises approximately 5,800 7-Eleven(R) stores in the United States and Canada and licenses approximately 22,700 7-Eleven stores in 17 other countries and U.S. territories throughout the world. During 2004, 7-Eleven stores worldwide generated total sales of approximately $41 billion. Find out more online at http://www.7-eleven.com/.


Source: 7-Eleven Inc.

CONTACT: Kevin Gardner of 7-Eleven, Inc., +1-214-828-7345,
kgardn02@7-11.com

Web site: http://www.7-eleven.com/