Seven The Price expands low-cost product lineup

Ito-Yokado and Seven-Eleven Japan are expanding their low-cost private brand, ‘Seven The Price’. The brand aims to provide high-quality goods at affordable prices by optimizing production, logistics, and packaging.

Ito-Yokado announced the launch of 25 new items, including the brand’s first beer, a lager produced in Vietnam to maintain low costs. The expansion includes various food items such as tofu, snacks, and seasonings, as well as daily necessities like antibacterial cotton swabs. The company aims to grow the brand to approximately 400 items by fiscal year 2026.

Simultaneously, Seven-Eleven Japan is rolling out 16 additional items nationwide starting the week of October 5. These products include large-capacity options like potato salad, apple juice, and bacon, designed to meet consumer demand for value amidst rising food and daily necessity prices. The brand utilizes scale advantages and shared ingredients with existing Seven Premium products to control costs.