7-Eleven Ready Meals "Exceeding the Limit" Reach 4.5 Million in Cumulative Sales...Lineup Expanded to 15 Products

Two Triangular Gimbap Varieties Available Only Until Late March
From Renewed Best-Selling Sandwich to Hearty Lunch Box

7-Eleven announced on the 25th that it will sequentially launch four types of "Exceeding the Limit" ready-to-eat food products, expanding its Exceeding the Limit series lineup. The company will introduce products across various categories, ranging from two types of triangular gimbap to sandwiches and lunch boxes.

7-Eleven launched its Exceeding the Limit concept products in July last year, aiming to deliver "exceeding in taste, exceeding in quantity, and exceeding in satisfaction," and has since surpassed a cumulative sales volume of 4.5 million units. With this launch, the Exceeding the Limit series has been expanded to a total of 15 products.

Over-the-limit ready-to-eat meals. 7-Eleven

First, in the triangular gimbap category, the company is introducing two types of "Exceeding the Limit Triangular Gimbap" that apply the best flavor combinations preferred by consumers. Recent sales data analysis showed that products such as Deo Keojin Tuna Mayonnaise Triangular Gimbap, NEW Tuna Kimchi Fried Rice Triangular Gimbap, and Beef Jeonju Bibimbap Triangular Gimbap ranked among the top sellers, indicating strong preference for proven flavor combinations such as tuna mayo, kimchi fried rice, and Jeonju bibimbap. The "Exceeding the Limit Tuna Kimchi Fried Rice Triangular Gimbap (1,800 won)," to be released on the 25th, has a total weight of 177 g, which is 11% heavier than the previous maximum weight (160 g) of the Deo Keojin triangular gimbap, and its topping weight has also been increased to 31 g, 15% more than the previous maximum (27 g).

The "Exceeding the Limit Beef Jeonju Bibimbap Triangular Gimbap (1,800 won)," to be released on March 4, has 14% more beef topping than the existing Deo Keojin triangular gimbap, and its price per gram is 8.8% lower than that of regular triangular gimbap (105 g). It enhances its completeness as a full meal by combining Jeonju bibimbap, which has an added savory taste from dried seaweed flakes, with a stir-fried beef bulgogi topping made with a special gochujang sauce. These two triangular gimbap products will be available only until the end of March, and from March 9 to 13, a five-day promotion will be held offering a free Narangd Cider 245 ml to purchasing customers.

The Exceeding the Limit lineup will also continue in the sandwich and lunch box categories. On March 5, 7-Eleven will relaunch the renewed "Exceeding the Limit Crunchy Ham and Vegetable Sandwich (2,500 won)." While maintaining the existing toppings and quality, the selling price has been reduced by about 14% compared to the previous price (2,900 won), and the packaging has been changed from a plastic wrap to a case, enhancing the overall product quality. On March 11, the company will newly introduce the "Exceeding the Limit Honey Galbi & Budae Stir-fry Lunch Box (5,200 won)," which features grilled domestic pork rib meat in honey galbi sauce and budae stir-fry as its main dishes.

Im Iseon, Food Team Leader at 7-Eleven, said, "Exceeding the Limit is a ready-to-eat meal series focused on enhancing the level of satisfaction that customers can truly feel," adding, "We will continue to strengthen differentiated product competitiveness across the entire food category."