Archive for Valero
Valero expands Private Brands.
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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.
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This week Brandweek published a Private Brand story that included convenience store operators – 7-Eleven & Valero. They referenced much of the research that has been published in the last few month. Including the NPD Group report “Private Label Perceptions, Usage Patterns and Intentions” and the report from GfK Custom Research North America for the Private Label Manufacturers Association.
Private Label Programs Take Off
Recent research on a number of fronts all point in one direction: difficult economic times have bolstered the rollout and expansion of many retailers’ private label lines — including c-store operators.
According to The NPD Group’s “Private Label Perceptions, Usage Patterns and Intentions,” 24 percent of all food and beverages served in American homes last year were store brands, up from 18 percent in 1999. Today, 97 percent of all households consume private label foods on a regular basis.
“There is no question that private label foods have become an integral part of American life,” said Harry Balzer, chief industry analyst at NPD and author of “Eating Patterns in America.” He added: “Furthermore, we do not hide private label foods as an ingredient or as an additive to another dish. Today over half of all store brand food eatings are the end dish.”
Price and value are the chief reasons consumers purchase private label or store brands, according to an NPD survey of grocery shoppers. Most respondents, however, also feel the quality of store brands is often equal to, or in some cases better than, name brands. Users of private label foods and beverages span all income levels and demographic profiles, according to the report.
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