Kraft claims 7-Eleven’s Initiative Award

Posted by Isobel Drake on 4th September 2009

7-Eleven will present food manufacturer Kraft Foods with the company’s 2008 Retailer Initiative Award at its Business Partners Dinner next week in the US.

7-Eleven bestow the annual honour to its top suppliers and partners who excel in assisting the company meet its customers’ changing needs through supply chain solutions, category management and creativity in advertising and promotional programs.

“Receiving the 7-Eleven Retailer Initiative award is a tremendous honour for Kraft Foods,” said Frank Hopfinger, Kraft Foods’ Vice President of Growth Channels. “Partnering with 7-Eleven to identify and realise opportunities across many categories was one of our key accomplishments last year.”

Kevin Elliott, 7-Eleven’s senior vice president of merchandising, said they had enjoyed a successful year of “team merchandising” with Kraft – highlighted by “inventive product development to build store traffic throughout the day, exclusive new offerings based on consumer insights, and significant promotional support both inside and outside the store”.

“In 2008, they were instrumental in helping us grow the morning day-part of our grill business with a successful coffee and Breakfast Bite promotion. Special Big Bite and snack promotions also contributed considerable growth to both of our businesses,” Mr Elliot advised. “Working together toward a common goal, we realised even greater benefits.”