H-E-B opens first rebranded convenience store Fresh Bites in Central Texas, plans one for Lytle

Fresh Bites will have fresh meals, produce, Meal Simple options

H-E-B has launched its Fresh Bites brand. The company is rebranding its convenience stores to include fresher food options like prepared meals and produce. (H-E-B)

SAN ANTONIO – H-E-B is rebranding its convenience stores to include fresher food options like prepared meals and produce.

The San Antonio-based company opened its first H-E-B Fresh Bites convenience store in Leander on Monday. It also includes a True Texas Tacos restaurant — only the second from H-E-B.

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The next Fresh Bites store will open in Lytle in the coming weeks, the company said in a news release. It will take the place of the current H-E-B convenience store there and the store will remain open during the renovation.

The Fresh Bites in Lytle will also include a True Texas Tacos restaurant.

H-E-B has launched its Fresh Bites brand. The company is rebranding its convenience stores to include fresher food options like prepared meals and produce. (H-E-B)

More Fresh Bites locations will replace current H-E-B convenience stores this year, and many of those will include a True Texas Tacos restaurant. There’s no timeline for the other locations, the release states.

H-E-B said the rebrand will include “fresh options that go beyond offerings usually found at a traditional convenience store.”

Offerings will include salads, sushi, and sandwiches made daily, produce, and Meal Simple options.

“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,” Scott Campbell, H-E-B’s Convenience Store Operations Manager, said in a release. “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.”

The release said Fresh Bites will still have traditional convenience-store offerings, like fountain drinks, beer and snacks.

H-E-B has launched its Fresh Bites brand. The company is rebranding its convenience stores to include fresher food options like prepared meals and produce. (H-E-B)
H-E-B has launched its Fresh Bites brand. The company is rebranding its convenience stores to include fresher food options like prepared meals and produce. (H-E-B)
H-E-B has launched its Fresh Bites brand. The company is rebranding its convenience stores to include fresher food options like prepared meals and produce. (H-E-B)
H-E-B has launched its Fresh Bites brand. The company is rebranding its convenience stores to include fresher food options like prepared meals and produce. (H-E-B)
H-E-B has launched its Fresh Bites brand. The company is rebranding its convenience stores to include fresher food options like prepared meals and produce. (H-E-B)

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About the Author:

Rebecca Salinas is an award-winning digital journalist who joined KSAT in 2019. She reports on a variety of topics for KSAT 12 News.