TEXAS - H-E-B’s convenience chain is getting a fresh-forward facelift. It was recently announced that the retailer launched a new brand—H-E-B Fresh Bites—which will provide customers more fresh options such as produce, prepared food, and convenient meal options.

“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, 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.”

On April 17, the first H-E-B Fresh Bites opened at a new convenience store location. The H-E-B convenience store in Lytle, Texas, which remains operational during renovations, is also currently being updated and will introduce the Fresh Bites brand in the coming weeks.

H-E-B now has 12 convenience stores throughout Texas. Starting this year, the company will continue its plans to update the remaining convenience stores, with many also including a True Texas Tacos restaurant. The concept showcases a menu of more than a dozen breakfast and specialty tacos made with the freshest ingredients.

H-E-B Fresh Bites will provide customers with an array of fresh offerings including produce, salads, sandwiches, fresh juices, Meal Simple options, and more. Customers will find nutritious and wholesome products, including H-E-B Select Ingredients items, in addition to normal convenience offerings.

No plans or timelines have been set for updates to the other locations, a press release noted.

For more details, check out the release here.

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