Valero Introduces Store Brand Sports Drink

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April 6, 2010

San Antonio-based Valero Energy Corp. just rolled out its store brand U Force Sport drink to its network of 1,480 convenience stores this week, the second product in the line following U Force Energy introduced last November.

U Force Sport is sold in 32-ounce and a 20-ounce bottles and is available in the following flavors: Lemon Lime, Orange, Fruit Punch and Blue flavors Grape, low-calorie Grape and low-calorie Lemon Lime, according to a CSP report.

Most of Valero’s store brands are sold under the Fresh Choices name, but Hal Adams, vice president of merchandising and store development told CSP that the company “didn't feel as if the Fresh Choices moniker spoke to the crowd interested in energy and sports, so we created a new brand."

Other store brand product sold at Valero stores include spring water, flavored beverages, enhanced waters as well as a variety of salty snacks and bagged candy. In May, the company plans to roll out a line of meat snacks, and fruit and nut snacks.

"We have on our calendar something major coming out every six months between now and the middle of next year," Adams said. “We're very bullish on [store brands]. We think it allows the consumer to have great value, and it allows us higher profitability as well as to grow our brand. These are things that give us more relevance in the market place to the immediate-consumable customer."

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