H-E-B rebranding its c-stores as Fresh Bites

Dive Brief:

H-E-B is rebranding its 12 convenience stores in Texas to H-E-B Fresh Bites and updating the layouts of existing stores to match the new concept, according to a Wednesday announcement.
H-E-B’s newest c-store in Leander, Texas, became the first under this new banner when it opened on April 13, while a second in Lytle, Texas, is being renovated and will reopen soon as a Fresh Bites. No timeline has been set for the remaining renovations.
Fresh Bites locations will include multiple coolers with fresh produce, salads, sushi, juice, kombucha and a selection of H-E-B’s Meal Simple prepared foods.

Dive Insight:

The mix of grab-and-go items and meals to be heated up or prepared at home at Fresh Bites stores gives H-E-B a quick way to meet the healthier foodservice needs of convenience store customers. H-E-B’s Meal Simple line includes pre-made, take away meals that can be heated up at home or snacked on immediately.

In addition to traditional convenience store items and beer and wine, these revamped locations will also include an array of H-E-B Select Ingredients options, which exclude more than 175 preservatives, ingredients and artificial flavors, including high fructose corn syrup.

“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 Scott Campbell, H-E-B convenience store operations manager. “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.”

Some locations will also get True Texas Tacos restaurants, which serve a variety of breakfast and specialty tacos using house-made flour tortillas, with a salsa bar available. The restaurants, which are open from 6 a.m. to 2 p.m. daily, offer digital kiosks for no-contact ordering and delivery via Favor Delivery.

The first True Texas Tacos opened in 2018 in San Antonio, and the second opened with Fresh Bites’ Leander location.

The Leander store is open from 4 a.m. to 12 a.m. Sunday through Thursday and 4 a.m. to 1 a.m. Friday and Saturday.

San Antonio-based H-E-B has more than 420 stores in Texas and Mexico. Its 12 c-stores are located near H-E-B and H-E-B Plus stores.