Valero ‘Bullish’ of Private Label
Company introducing sports drink this week; jerky, other snacks on deck for spring
The retail end of Valero Energy Corp. is pumping up its investment in private-label products with the rollout of U Force Sport to its stores this week. The sports drink is the second product in the line, extending from U Force Energy, which was introduced in November, according to Hal Adams, vice president of merchandising and store development.
“Most of our private-label products carry the name Fresh Choices,” he told CSP Daily News in an exclusive interview. “We didn’t feel as if the Fresh Choices moniker spoke to the crowd interested in energy and sports, so we created a new brand.”
U Force Energy is available in a 16-ounce can and six flavors: Lemon Lime Rita, Lemonade, Blue Pomegranate, Cherry Limeade, low-carb Cherry Limeade, low-carb Blue Pomegranate. The new U Force Sport comes in both 32-ounce bottles (in Lemon Lime, Orange, Fruit Punch and Blue flavors) and 20-ounce bottles (in the same four flavors, plus Grape, low-calorie Grape and low-calorie Lemon Lime).
With a general rule to set the price on private-label products 15% that of national brands, Adams said the energy drink is “doing very well” and “building every week.”