H-E-B rebrands its convenience stores to 'H-E-B Fresh Bites'

Supermarket and convenience-store retailer H-E-B is giving a new look to its c-stores, introducing the H-E-B Fresh Bites brand.

The company opened the first H-E-B Fresh Bites c-store adjacent to an H-E-B grocery store in Leander, Texas, last Thursday. It also features the company’s second True Texas Tacos restaurant.

H-E-B's True Texas Tacos / Photo courtesy: H-E-B

An H-E-B convenience store in Lytle, Texas, is undergoing renovations and will introduce the Fresh Bites brand when work is complete in the coming weeks, the company said. The Lytle location, which remains operational during renovations, also will include a True Texas Tacos restaurant.

With the opening of the Leander location, H-E-B has 12 convenience stores throughout Texas. 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 with many also including a True Texas Tacos.

For on-the-go convenience, H-E-B Fresh Bites will offer customers an array of fresh options that go beyond offerings usually found at a traditional c-store. H-E-B Fresh Bites locations will feature several refrigerated cases stocked with items such as fresh produce, salads, sandwiches and sushi made daily, meat and cheese snacks, fresh juices, kombucha and Meal Simple options. 

In addition to traditional convenience offerings such as fountain soft drinks, beer and wine and other snacks, customers will find healthy products including H-E-B Select Ingredients items.

H-E-B Fresh Bites sushi / Photo courtesy: H-E-B

“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.”

The True Texas Tacos concept, which H-E-B launched in San Antonio in 2018, features a menu of more than a dozen breakfast and specialty tacos made with fresh ingredients. Tacos range from traditional Tex-Mex offerings such as bacon and egg and bean and cheese to specialty bites such as barbacoa and chopped Texas brisket. Customers can also mix ingredients to make their own specialty tacos. All flour tortillas are made in house, and corn tortillas are available upon request. There is also a salsa bar with several spicy sauces and condiments.

Customers can use the digital kiosks for no-contact ordering, and the on-demand delivery service Favor Delivery offers free delivery of True Texas Tacos.

San Antonio, Texas-based H-E-B Grocery Co. LP, has more than 340 supermarkets throughout Texas and in northeastern Mexico. The company also operates Central Market, an upscale organic and fine foods retailer.

This story originally appeared in WGB sister publication CSP Daily News.