U Force Private Brand Energy From Valero

The convenience store trade magazine has a nice look at Private Brands at the Valero convenience chain the story features the introduction of their new sports drink, U Force Sport.

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.”

Read the entire story.



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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.