Dive Brief:
- TXB has expanded its private label selections across several categories, including food, beverages and apparel, according to an emailed press release.
- Specific items include peanuts, dried meat sticks, rehydration beverages, nitro cold brew coffee, shirts and hats. The items are all manufactured, produced, bottled or bagged in Texas.
- While private label items allowed retailers to give customers a lower-priced entry point, companies are also using them to expand and innovate within their product mix.
Dive Insight:
TXB’s private label line has already seen success since debuting in September 2022, with sales of those products up 40% year over year, said Ben Hoffmeyer, vice president of marketing and merchandising for the company, in an October interview.
The shirts and hats feature the phrase “Cluck Yeah!” and some include a chicken mascot. The peanuts come in chili lime, hot and spicy, jalapeño, lemon salted and salted varieties. Meat sticks come in habanero, jalapeño and cheese, teriyaki and original. The canned cold brew comes in mocha, vanilla and black. Rehydration drinks feature strawberry, grape, tropical and berry blast flavors.
“We are extremely proud of our TXB private label line and are excited to be expanding it,” said Kevin Smartt, CEO of TXB. “Our guests are really enjoying the Texan-based line of snacks and beverages and we’re looking forward to adding even more in the near future.”
In the October interview, Hoffmeyer noted that “packaged beverage and general merchandise are the biggest categories … and in 2024 that will expand into salty snacks, craft soda, enhanced and sparkling water, energy drinks and candy.”
TXB also has limited-edition PINK Cause Cups for sale, and will donate $1 for every one sold to the Susan G. Komen Foundation.
TXB or Texas Born — formerly known as Kwik Chek — has 49 stores in Texas and Oklahoma. In addition to its private label goods, the company also offers an array of fresh foods. The company describes itself as “a family of restaurant-style convenience stores serving fresh-made food,” according to its website.
