Nouria Energy Expands Into Packaged Bakery

Private-label partners include Reese’s and Nestle Toll House
Exterior of Nouria c-store
Photograph courtesy of Nouria Energy

WORCESTER, Mass. — Freshly packaged baked goods are now part of Nouria Energy’s private-label brand my nouria.

The family-owned convenience retailer said its expansion creates a complementary pairing for commuters and guests stopping by for a treat with their freshly brewed coffee.

In developing the new products, Nouria invested in development, quality-ingredient sourcing and reputable partners while conducting multiple taste tests to ensure flavor and freshness, the company said. With partners including Reese’s and Nestle Toll House, products range from cake, muffins and Danishes to cookies and brownies, and the collection has something to satisfy every sweet tooth, Nouria added.

Moving over to its own brand enabled Nouria to introduce six more flavors versus its previous assortment. The snacks are merchandised next to the fresh brewed coffee station.

  • Nouria Energy is No. 50 on CSP’s 2021 Top 202 ranking of U.S. c-store chains by number of company-owned retail outlets.

Since launching the Nouria brand in 2018, the Worcester, Mass.-based c-store chain has focused on expanding key categories that highlight fresh ingredients and quality at great value to ensure offerings are consistently exceptional, satisfying and innovative, the company said.

In addition to my nouria products that offer everything from lip balm, water, salty snacks and healthy trail mixes, it also offers Nouria’s kitchen, Café Nouria and, most recently, Nouria-branded fuel.

“We are extremely proud of the Nouria brand,” said Kristine Modugno, director of category management and an industry veteran with more than 25 years of private-brand development. “Our brand starts and ends with our people, communities and guests, so we do not take it lightly when selecting items on which we put our name. Private-label products are gaining market share, and we are excited to expand our offerings with highly regarded Nouria products.”

Nouria Energy earlier this year acquired Mulligan’s “one-stop shop” c-store in Manchester, Maine.

El-Nemr founded Nouria Energy in 1989. The company owns 170 convenience store locations, of which 150 are company operated, and 56 Golden Nozzle car washes, two lube centers, Whately Diner and a wholesale business.

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