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SAN ANTONIO, TEXAS -- Valero Energy Corp. launched a line of proprietary chips under the Fresh Choices brand in its 1,100 company-operated retail stores, including Diamond Shamrock Corner Store, Valero and Beacon locations.
"We're excited about introducing our own line of chips," said Gary Arthur, senior vice president of retail and specialty products marketing at Valero. "We conducted extensive consumer taste tests to choose the best-tasting and highest quality chips, and we priced them well below our competitors'. So we're confident that our line will go head-to-head with the national brands."
The four flavors -- corn chips, nacho-cheese flavored tortilla chips, potato chips and cheese puffs -- are available in grab-size bags and priced at 75 cents with a purchase of any non-alcoholic beverage, or 89 cents if purchased separately. The company expects to sell more than 1.5 million bags in the first year.
According to Arthur, the company’s new retail distribution center located in San Antonio has helped drive down the costs of Valero’s Fresh Choices line.
"By storing our products and shipping them directly to our stores when needed, we've been able to cut out the middleman, which allows us to lower the price," he said. "With this new line, customers can purchase chips and a drink for less than $2, and that's a great deal."
Valero already has several other Fresh Choices products in its stores, including cold sandwiches, salads and bottled water, and plans to expand its private label to include single-serve soda in the coming weeks.