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    7-Eleven Rolls Out Doughnut "Dreammm"

    New product will test in North Carolina and Virginia.

    HAMPTON ROADS, Va. -- The doughnut war is about to heat up as local 7-Elevens roll out their "Dreammm" doughnut concept.

    Hampton Roads, Va., is the test market for what the company says is a new and improved glazed doughnut, according to The Virginian-Pilot The Dreammm will hit shelves at 226 7-Elevens in Virginia and North Carolina.

    "This is a totally new formula. It's a new mix," said Des Hague, vice president of fresh foods for 7-Eleven Inc. "It's got that melt-in-your-mouth quality. We want to make it the best doughnut on the globe."

    Hampton Roads is one of 7-Eleven's top five markets. It's a test market, Hague said, because there is such a high concentration of 7-Elevens in the area, sales are strong and the stores do good business in the mornings. "We wanted to be where a lot of doughnuts are sold," Hague said.

    "We think we've found something that's going to set us apart," Jeff Saunders, president of a Chesapeake company that bakes exclusively for 355 7-Elevens, told The Virginian-Pilot.

    If the Dreammm brings in Hampton Roads customers, expect it to be the first in a new line of 7-Eleven doughnuts to go nationwide. The company hopes the Dreammm draws a share of the take-some-to-the-office and take-some-home market, the report said.

    Hampton Roads is home to more than a dozen Dunkin' Donuts outlets and a couple of Krispy Kreme stores. Krispy Kreme doughnuts also are carried by some groceries and other convenience stores. Until now, 7-Eleven didn't offer its doughnuts in take-home packets. The new Dreammm doughnut six-pack will sell for $2.99. Individually, the doughnuts are 65 cents.

    At Krispy Kreme, a 12-pack of the Original Glazed doughnut sells for $4.69, or 65 cents each. "The deal is that we wanted to go into the area and we wanted to prove our doughnut is better," Hague said. "We are excited about it."

    So excited that the company is giving some away. On Thursday, during a promotion that's called One Sweet Deal, every local 7-Eleven will give away 50 Dreammms. The promotion starts at 6 a.m.

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