H-E-B Unveils New C-Store Brand

The Texas grocer offers a Texas-sized convenience format.

April 20, 2023

SAN ANTONIO, Texas—H-E-B, a grocer with more than 300 stores, mostly in Texas, is getting into the giant-sized c-store business. It currently has 12 convenience stores but is reinvigorating them in what is reported to be an attempt to take on Buc-ee’s, another Texas-based chain.

The H-E-B Fresh Bites brand launched this week. It will provide customers more fresh options such as produce, prepared food, and convenient meal options.

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. No plans or timelines have been set for updates to the other locations.

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 convenience 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. Throughout the store, customers will find nutritious and wholesome products, including H-E-B Select Ingredients items in addition to normal convenience offerings such as soft drink fountains, beer and wine, and other snacks, the company said in a statement.

The True Texas Tacos concept, which H-E-B launched in San Antonio in 2018, showcases a menu of more than a dozen breakfast and specialty tacos made with the freshest ingredients. Tacos range from traditional Tex-Mex offerings such as bacon & egg and bean & cheese to specialty bites such as barbacoa and chopped Texas brisket. Customers can even get creative, mixing ingredients to make their own unique, specialty tacos. All flour tortillas are made in house and corn tortillas are available upon request.