H-E-B launches more fresh-focused convenience stores, plus taco shop cafes

Soon it will be easier for Texans to fill up the gas tank while stocking up on fresh produce or grabbing a quick meal on the go.

San Antonio-based grocery retailer H-E-B is giving a new look to its convenience stores, introducing the H-E-B Fresh Bites brand, which will provide customers more fresh options, such as produce, prepared food and convenient meal options, according to a news release.

The first H-E-B Fresh Bites opened April 17 at a new convenience store location next to the H-E-B in Leander, Texas, which also features the company’s second True Texas Tacos restaurant.

Also, the H-E-B convenience store in Lytle, Texas, is 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.

With the opening of the Leander location, H-E-B 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.

What’s in store

For on-the-go convenience, H-E-B Fresh Bites will offer customers an array of fresh options that go beyond offerings usually found at a traditional convenience store.

H-E-B Fresh Bites locations will feature several refrigerated cases stocked with items such as fresh produce, salads, sandwiches, fresh juices, kombucha and Meal Simple options. Throughout the store, customers will find nutritious and wholesome products, including H-E-B Select Ingredients items, as well as normal convenience offerings such as soft drink fountains, beer and wine, and other snacks.

Related: H-E-B seeks to reduce environmental impact during Earth Month and beyond

“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 Convenience Store Operations Manager Scott Campbell said in the release.

The True Texas Tacos concept, which H-E-B launched in San Antonio in 2018, showcases a menu of more than a dozen breakfast and specialty tacos made with fresh ingredients. Tacos range from traditional Tex-Mex offerings such as bacon and egg and bean and cheese to specialty bites such as barbacoa and chopped Texas brisket.

Shoppers can mix ingredients to make their own unique tacos. All flour tortillas are made in-house, and corn tortillas are available upon request. There’s also a salsa bar with several spicy sauces and taco-friendly condiments.

H-E-B Fresh Bites in Leander is open convenient times too: 4 a.m. to midnight Sunday through Thursday and 4 a.m. to 1 a.m. Friday and Saturday.