The world’s largest operator of chained convenient stores, 7- Eleven is now testing out the waters by hopping on board the Quinoa Trend. Currently in approximately 140 Los-Angeles locations, the grain crop packed with protein also commonly known as a “super-food” is available for consumers to purchase.

One of the main reasons that Quinoa has become so popular in America is because it contains the following minerals : potassium, magnesium,and manganese. The most common mineral deficiency in the body is magnesium. People have realized how extremely important and valuable Quinoa actually is. Now their neighborhood convenient store will be offering it along with many other health food products.

In an interview with the Los Angeles Times, Kimberley Horton, the company’s Vice-President, called 7-Eleven’s decision to go healthy “the tipping point to improve American’s health.”

The company has partnered with fitness program creator, Tony Horton who is best known for his boot-camp program”P90X”- MensHealth Magazine refers to Horton as an “exercise guru.” The partnership with Horton has brought forward other healthy ideas into the frozen aisle such as frozen-pressed juices, quinoa salads, and black beaned hummus.

The company hopes to capture the attention of those people who have preferred not to shop with them in the past due to their grab and go food options. Also 7-Eleven has teamed up with Horton to create items that remain true to the company’s affordable price range. The prices on the items that are now on the market ranges from $4.50-$6.00. The team worked on the developing the healthy changes for over a year.

Though the popularity of the grain has skyrocketed the fact is that Quinoa prices have tripled over the last four years.It costs about $4.00-$8.00 a pound on most shelves according to Consumer Data reported last year.

It’s a nice change to see 7-Eleven now bringing healthy ways to eat to their aisles, alongside traditionally served potato-chips, sweets, and other unhealthy options. And the convenience chain is changing their approach with affordable prices that could drive consumer-based change.