Valero Adds a Splash of Flavor

New private-label sodas available in five varieties

Published in CSP Daily News

SAN ANTONIO -- Valero Energy Corp. has launched a proprietary line of flavored soda under its Fresh Choices brand in more than 1,000 company-operated Valero and Diamond Shamrock Corner Stores.

The soda, which comes in five flavors: orange, strawberry, grape, blue cream and peach, is available in single-serve 20-ounce bottles and retails for 99 cents each. Valero is currently running a special promotion in its stores offering a free bag of Fresh Choices chips with the purchase of any bottle of the new soda.

Flavored soda [image-nocss] is a great addition to our private label, which already includes chips, bottled water, cold sandwiches and salads, said Gary Arthur, senior vice president of retail and specialty products marketing. And, as with our other Fresh Choices products, our soda is not only great-tasting, it's value-priced. So, it's a real win for the customer.

According to Arthur, the company's new Retail Distribution Center, located in San Antonio, has played an important role in driving down the costs of Valero's Fresh Choices products. The RDC allows us to store our products, and ship them directly to the sites when needed. By cutting out the middleman, we can offer our products at a lower price, he said.

Valero Energy Corp. is a Fortune 500 company based in San Antonio, with approximately 22,000 employees and annual revenues of more than $80 billion. Valero also has more than 5,000 retail and branded wholesale outlets in the United States, Canada and the Caribbean under various brand names, including Valero, Diamond Shamrock, Shamrock, Ultramar, and Beacon.