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H-E-B announced that it is converting its convenience store fleet to a new banner that it is calling H-E-B Fresh Bites, which is says will offer "on-the-go customers fresh produce and convenient meal options."

According to the announcement, "On April 17, the first H-E-B Fresh Bites opened at a new convenience store location adjacent to the Leander H-E-B on Ronald Reagan Blvd, which also features the company’s second True Texas Tacos restaurant. Additionally, the H-E-B convenience store in Lytle is currently undergoing renovations and will introduce the Fresh Bites brand when work is complete in the coming weeks. The Lytle location, which remains operational during renovations, also will include a True Texas Tacos restaurant."

H-E-B says that it "has 12 convenience stores throughout Texas. 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."

KC's View:

In the interest of brand consistency, the retailer ought to rebrand its website offering as "H-E-B Fresh Bytes."