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    SoBe's Slurpee Arrives at 7-Eleven

    Frozen beverage supported with targeted radio ads in key markets.

    DALLAS -- 7-Eleven Inc., operator of more than 5,800 convenience stores in North America, announced the debut of the SoBe Slurpee.

    SoBe Energy, a frozen citrus flavor, was developed to target consumers seeking the unique brand personality and functionality of SoBe Energy, the companies said. The beverage will be supported with targeted radio spots in Dallas, San Diego and Fresno, Calif., Phoenix, Ariz., and Portland, Ore., as well as through in-store retail merchandising signage and dedicated Web marketing support.

    "This is the first time 7-Eleven has introduced the concept of frozen functionality to the Slurpee family of beverages," said John Ryckevic, category manager for Slurpee at 7-Eleven. "This new SoBe flavor is consistent with our 'First-Best-Only' commitment at 7-Eleven to introduce exclusive, unique, top-quality products to our customers."

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