"Java Wave Oatmeal will compliment our quest of offering customers seeking a healthier alternative on the go, a delicious option," said Bill Nolan, vice president of marketing. for the Valparaiso, Ind.-based chain.
The unusual step of positioning the oatmeal [image-nocss] station under Family Express's Java Wave coffee brand is because of the breakfast synergies, he added.
The Java Wave Oatmeal roll out will be supported by FE Perks, which is the company's cents-per-gallon pump rollback loyalty initiative. The Family Express Oatmeal breakfast chain-wide initiative is first in the convenience store channel, according to the company, and it is being deployed ahead of McDonald's, which recently announced an oatmeal offering for the first quarter of 2011, it added.
Family Express operates c-stores throughout Northwest and North Central Indiana. Along with Java Wave gourmet coffees, Family Express is also known for its other propriety brands, Buzzed Energy Drinks, Squeeze Freeze frozen carbonated drinks, private-label natural spring water, milk products and ice. Its Cravin's Market brand includes a line of fresh sandwiches and bakery.
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