H-E-B Launches Fresh Bites Convenience Store Banner, Expands True Texas Tacos

San Antonio-based H-E-B Grocery Co. is rebranding its convenience stores under a new banner called H-E-B Fresh Bites. The new branding comes with upgraded features including more fresh options like produce, prepared food, and convenient meal options. H-E-B operates 12 convenience stores across Texas, one of which opened last month outside of Austin in Leander, Texas. The new Leander H-E-B Fresh Bites also features HEB’s second True Texas Tacos restaurant. Additionally, the H-E-B convenience store in Lytle is currently being converted to the Fresh Bites brand and will also include a True Texas Tacos restaurant after renovations are complete in the coming weeks.

“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, H-E-B 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.” H-E-B Fresh Bites sells a variety of fresh on-the-go options that go beyond what traditional convenience stores offer including refrigerated cases stocked with fresh produce, salads, sandwiches, and sushi made daily, meat and cheese snacks, fresh juices, kombucha, and Meal Simple options. Throughout the store, customers will also find traditional convenience store offerings such as soft drink fountains, beer and wine, and other snacks.

HEB plans to expand its True Texas Tacos concept alongside its convenience stores. HEB launched the first True Texas Tacos in San Antonio in 2018. The taco restaurant offers a variety of traditional Tex-Mex breakfast tacos and specialty tacos. Customers can create custom tacos and add their own kick at the salsa bar with an array of different salsas and taco toppings. Customers can use the digital kiosks for easy, no-contact ordering, and on-demand delivery service Favor Delivery offers free delivery of True Texas Tacos.