7-Eleven Stores Serving Wild Alaska Pollock Sandwich During Lent

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The 7-Eleven chain has introduced a Wild Alaska Pollock Fish Sandwich menu item at stores across the USA. The herb-crusted fillet with American cheese and tartar sauce on a buttery bun will be available until April 20, and will retail for $2.49. Consumers looking for a Lenten meat alternative can purchase the product for a promotional price of $2 on Fridays through the 7REWARDS loyalty app.

Catholics and other Christians around the world observe Lent for six weeks, starting on Ash Wednesday, February 26 and running until the Thursday before Easter Sunday, which is April 9 this year. During this period many adherents refrain from eating meat on Fridays and engage in acts of penance.

“The convenience industry continues to experience record growth in the United States, and we are excited to be collaborating with the world’s largest convenience store chain, 7-Eleven,” said Craig Morris, chief executive officer of the Association of Genuine Alaska Pollock Producers (GAPP).

“We are always on the lookout for new and delicious food that we think our customers will love and, once they’ve tried it, seek out again and again,” said 7-11’s Robin Murphy. “Customers looking for a hot fish sandwich because they’re observing Lent dietary restrictions, or just because they love a good fish sandwich can find this limited-time offering in our hot cases.”

The United States convenience industry experienced its 17th straight year of record in-store sales in 2019, according to newly released data from the National Association of Convenience Stores State of the Industry. American convenience stores receipts overall rose 8.9% to $654.3 billion, and in-store sales increased 2.2% to a record $242.2 billion.

Foodservice sales accounted for 22.6% of in-store sales, a category that continues to be a key focus area for the convenience store channel. Foodservice is a broad category that mostly encompasses prepared food (69% of both category sales and profits) as well as commissary foods and hot, cold and frozen dispensed beverages.

“Not only is this a great way to get Wild Alaska Pollock in front of consumers who may not have had it previously, but it is also a great way to showcase our new messaging designed to motivate consumers to try our fish,” said Morris. “We’re thrilled to collaborate with 7-Eleven to launch this new menu item and work to increase demand and familiarity for our protein.”

Primarily distributed to foodservice operators and retailers in frozen form, Wild Alaska Pollock is one of the most consumed seafood products in the United States. Mild in flavor, the whitefish features a tender, flaky texture. It is low in fat, rich in protein, heart-healthy, high in vitamin B-12 and loaded with omega-3 fatty acids.