According 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