Private-Label Goods Help C-Stores Stand Out Casey’s, 7-Eleven and Yesway use personalized brands to draw in customers. February 22, 2021 By Pat Pape Sharon Nealson of McKinney, Texas, used to tote around a bottle of Fiji water to sip throughout the day, but after 7-Eleven introduced its private-label Skýra Icelandic spring water last year, she switched brands. “Fiji is great, but kind of pricey,” she said. “Skýra is not as expensive, but I wouldn’t buy it at any price if it weren’t a high-quality product.” When private-label food products first appeared on retailers’ shelves in the last century, they were aimed at budget-minded consumers and expected to be of lesser quality because of their discounted price. But that stereotype is a thing of the past. Today, private-label offerings have gone upscale, although prices typically remain lower than name-brand merchandise.