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More Brain Freeze, Please

By Hanna Aronovich in Food on Aug 15, 2006 2:27PM

In a move less anger-invoking than the whole Field’s-Macy’s thing, last week 7-Eleven announced its purchase of Lombard-based White Hen Pantry. purple_cup.jpg

Joseph DePinto, 7-Eleven president and CEO, said the acquisition was a “strategic fit,” and would allow 7-Eleven to make convenience stores more, um, convenient for customers.

Franchisees predict the 206 Chicago-area White Hen stores will eventually operate under the 7-Eleven name, the Tribune reported. Chicagoist doesn’t think the absence of the White Hen brand will be too much of a loss for the city. And, if it means a greater Slurpee availability, then we’re all for it.

The acquisition comes a little more than a month after 7-Eleven launched its Slurpee “Now That’s Cold” ad campaign in conjunction with AOL (and thankfully without Paris Hilton). At the new Slurpee Web site, brain freeze lovers can download games, find coupons, take surveys and buy Slurpee gear.

The site also promotes this summer’s new Slurpee flavor, Purple S’Crème. The new flavor isn’t bad (think purple-vanilla-ish), although Chicagoist thinks that red is the hands-down best flavor. How ‘bout some cherry-vanilla next summer, 7-Eleven?