Valero expands Private Brands.

CornerStore1According to an article published in the Convenience Store News, San Antonio based convenience store operator Valero will introduce new categories to its Private Brand offering as well as redesigning other parts of its Private Brand portfolio.

Fine-tuning the Fountain

Valero’s first foray into private label at the fountain. Its “Flavors 2 go” soda offering now includes three proprietary beverages — root beer, cherry limeade and cream tangerine. All of the company’s c-stores offer at least two of the new “Flavors 2 go” varieties.

The fountain is just one of many new additions Valero is making to its private label lines. Along with “Flavors 2 go” and its Cibolo Mountain coffee brand on the foodservice side, Valero is expanding its “Fresh Choices” brand of packaged goods. A sports drink launched in June in five flavors — fruit punch, orange, lemon-lime, grape and blue raspberry — and a private label energy drink called “U Power” is expected to roll out in September.

In addition to new product development, Valero is completely redesigning and launching new packaging for its Fresh Choices products. The new packaging, which will be coming in the next few months, is bright, colorful and has a lot more energy, keeping with the new image of the retailer’s Corner Stores, company executives noted.

Read the entire article. Fine-tuning the Fountain

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.