This interview is brought to you by Rich Products.

What are consumers currently looking for when they make their food choices?
From what we have seen since the NACS Show 2024, a clear trend has emerged across the convenience retail landscape—functionality is a driver in food and beverage innovation. From protein-enriched drinks to caffeinated bars, energy bites and tablets, convenience store offerings are evolving to meet consumers’ growing demand for additional benefits.

Today’s shoppers are seeking more than just sustenance—they’re looking for products that support immunity, gut health, hydration, energy and relaxation. Ingredients like vitamins, probiotics and adaptogens are becoming mainstream as consumers increasingly prioritize wellness in their everyday food choices.

At Rich’s, we’ve developed products that meet this demand for functional benefits. Our self-serve f’real Blue Raspberry and Strawberry Watermelon Energy Freezes are designed to refresh and energize—containing the caffeine equivalent of a cup of coffee. Additionally, our hickory smoked bar-b-que pulled pork is both delicious and packed with protein.

How does that desire for better-for-you translate into the c-store?
This shift has prompted c-stores to expand their offerings to include items with functional benefits for a wider range of options, such as gluten-free, plant-based or even added vegetables.

Rich’s offers a gluten-free cauliflower pizza crust, which hits multiple better-for-you categories. Additionally, we offer our Happy Orchard Banana Chocolate Chip Muffin Loaf, Chocolate Fudge Brownie and Chocolate Chip Cookie, which have fruits and vegetables baked into them.

Continue reading “Breaking Into Better-For-You” in the October 2025 issue of NACS Magazine.