H-E-B Launches Fresh Bites Convenience Brand
Texas-based grocery giant H-E-B is rebranding its convenience chain locations and offering consumers more fresh and prepared food options.
The company is introducing the H-E-B Fresh Bites banner that will cater to on-the-go convenience. H-E-B Fresh Bites locations will feature several refrigerated cases stocked with items such as fresh produce, salads, sandwiches, sushi made daily, meat and cheese snacks, fresh juices, kombucha and Meal Simple options.
Throughout the store, customers will find healthy options, including H-E-B Select Ingredients items, in addition to normal convenience offerings such as soft drink fountains, beer and wine, and other snacks.
On April 17, the first H-E-B Fresh Bites opened at a new convenience store location adjacent to the Leander H-E-B on Ronald Reagan Blvd, which also features the company’s second True Texas Tacos restaurant. Last summer, H-E-B opened an e-commerce fulfillment center in the city.
Additionally, the H-E-B convenience store in Lytle is currently undergoing renovations and will introduce the Fresh Bites brand when work is complete in the coming weeks. The Lytle location, which remains operational during renovations, also will include a True Texas Tacos restaurant.
“At H-E-B, we’re always looking to provide Texans convenient ways to get their hands on quality, fresh foods that are good for them,” said H-E-B Convenience Store Operations Manager Scott Campbell. “With the introduction of H-E-B Fresh Bites, we’re bringing the freshest products to our customers who are on the go but want a better alternative to traditional convenience store snacks."
H-E-B has a total of 12 convenience stores throughout its home state, and starting this year, the company will continue its plans to update the layout of the remaining convenience stores to the H-E-B Fresh Bites brand. No plans or timelines have been set for updates to the other locations.
San Antonio-based H-E-B has more than 430 stores and 154,000 employees in Texas and Mexico.